B2B Marketing

Use Buyer Personas To Humanize Your Content Marketing

All businesses and people within businesses become enamored with, process, at some point. Process is good. Process can also be bad. Bad to the extent doing the process becomes more important than meeting the end goal. When it comes to content marketing today, it just may be too much process is actually preventing a human connection …

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Humanize Your Brand With Buyer Personas

You cannot fake it. You should not even try. What am I talking about? We have plenty of efforts these days focused on humanizing in B2B Marketing.  Which I believe is most definitely a good thing.  However, we also have more savvy and knowledgeable customers and buyers in the digital age.   And, one thing I …

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4 Things Buyer Personas Are Not

When products or services look similar, are called by similar names, or represented to be the same as, this can lead to confusion.  When it comes to buyer personas, this is more common than it should be.  In helping several B2B organizations directly or in advising recently, I have noticed the confusion become more prominent. …

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4 Principles For A Human-Centered Approach To Personas in Marketing

Often studied in psychology, is the phenomenon of what people say and do is not always what they mean.  Lurking in the sub-conscious as well as on conscious levels are guarded perceptions, defense mechanisms, mental images, prejudices, and etc.  Often needing in-depth qualitative studies in social psychology to determine how groups of people think, behave, …

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5 Ways GE Put Human Experience At The Center Of B2B Marketing

Over the course of the past few decades, B2B marketing has been perfecting the art of showcasing products or services.  In the pre-Internet days, the focus was on the shiniest and brightest glossy brochure to make products or services look unbeatable.  B2B companies resorted to showrooms and customer demonstration facilities.  All in the hopes of …

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To The Modern Buyer, The Human Experience Is Everything

Creating satisfying interaction experiences for buyers today is proving to be more complex than most organizations had guessed.  Various surveys and reports continue to put satisfaction with content and information at or below 35% range.  The translation for me, when factoring in the qualitative interviews conducted with buyers over the past year, is not only …

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Modern Marketing Is About Human Connection – Not Robots

This year, more than any in a long time, I am hearing a strong backlash to the volumes of emails and content buyers are receiving.  In the past eight months, after conducting numerous buyer interviews, this pattern has become so evident; it is as if buyers are screaming at the top of their lungs.    In …

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#BMA14 Takeaway: The Rise Of Humanizing Business Marketing

Last week, at the Business Marketing Association (BMA) 2014 Conference, the theme was “where b2b’s going!”  After three days, it became clearer where.  Business marketing, B2B, is crossing the chasm from cold hard facts-driven marketing to establishing emotional human connections with customers and buyers.  Driven by the evolving digital economy, we are seeing the “humanizing” …

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Buyer Personas Provide Human Face To Human-Centered Marketing

An essential part of developing a human-centered approach to modern marketing is hearing and observing your customers and buyers.  The aim is to reach a level of deep understanding, which helps us to make more informed strategic business decisions.  CMO’s and their C-Suite peers are collecting a tremendous amount of information.  Whether it is big …

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3 Phases Of Human-Centered Marketing That Make Your Customers H.U.M.

The concept of human-centered modern marketing begins with empathy for your customers and buyers.  It is rooted in the approach of understanding the goals and motivations of our customers and buyers.  Despite the ever-increasing influence of digital technology in our everyday lives, both business and personal, the need for human understanding in the context of …

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