Tag Archives: SiriusDecisions

6 Steps To Make Persona-Based Marketing Operational

At one time, we may have been asked to go on a blind date.  Blind dates can be frightening and a cause for much anxiety.  We attempt to picture in our minds what our blind date may look like.  And, we attempt to ask the matchmaker all we can about this person.  We guess and fret on what to wear, what to say, and how to interact with our blind date. For many in B2B organizations, it can feel like a never-ending series of blind dates with customers and prospects alike.  In today’s evolving digital environments, B2B marketers are challenged…

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Tony
Article by Tony Zambito

4 Reasons Why Content Marketing Should Care About Audience Development

Over the past year, questions about content marketing effectiveness are beginning to surface.  The Content Marketing Institute as well as a survey sponsored by eConsultancy, indicated belief in effectiveness was under 40%.  Most recently, SiriusDecisions made this statement: “Fully 60 to 70 percent of content churned out by b-to-b marketing departments today sits unused. This stark statistic underscores the urgent need for a content revolution in b-to-b organizations.” There is consistency on both the customer/buyer as well as the seller side regarding this issue.  In my qualitative research work in the past year, this view was evident. Digging into the…

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Tony
Article by Tony Zambito