When B2B marketers think “buyer,” they’re most often thinking about net-new buyers. But the biggest opportunity in an uncertain market is to focus on convincing customers to stay and customer expansion opportunities. Buyer-driven experiences (BDX) … [Read more...]
Building the Case for Brand Advocate Personas
It occurred to me that perhaps the concept of brand advocate personas might not be enough to convince you of its value – even though B2B marketers are taking on more responsibility for referral programs instead of only chasing net-new … [Read more...]
