Best Practices

7 Big Questions For B2B Marketing Leaders in 2014

The New Year is underway.  The first quarter is nearing an end.  Some of the best-laid plans have already vaporized due to unexpected events.  While some plans are either tracking on-target – or – will be missed.  Each year, B2B business must meet the challenge of our time – keeping up with rapid new developments […]

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D.I.V.E. Deeper: Getting The Most Out Of Your Buyer Personas

To get the most out of anything worthwhile takes persistence, perseverance, hard work, intuitiveness, and grit.  It is advice we offer to our friends, family, and children.  Often in helpful conversations with marketing and sales leaders, I usually am posed the question of how to get the most out of buyer personas. A common theme

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CMO 2014: Is Your Team Executing Content Marketing Or Pitching Content?

The urge is insatiable in B2B.  It is wired in B2B DNA.  To sell.  To market.  To push.  To blitz.  To tell.  To pitch.  To present.  It is like when you turn the key to off on a motor and yet it is still running from the residue fuel and fumes.  To stop takes what

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Communications

CMO 2014: A Return To The 3 Purposes Of Marketing

For many CMO’s and leaders in marketing, there has been a litany of proclamations about what marketing will become.  During the past few years, urgent bell ringing to dive into new definitions of marketing has besieged marketers: Social marketing Social media marketing Inbound marketing Digital marketing Search marketing And, most notably – content marketing Without

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Understanding Buyer Personas and Behavior | AQs Blog and Grill

Recently, I made an appearance on AQ’s Blog & Grill, hosted by Alan Quarry.  It was a fabulous discussion.  Alan is one of our brightest minds as well as leading contributors in business and marketing today.  It has been a pleasure to interact with him.  Here is a brief bio on Alan: Alan Quarry is

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Are You Marketing To A Buyer Persona Only? Why A New B2B Persona Paradigm Is Needed.

I came across a word recently, which made me pause and think.  It is a word many of us have heard.  Perhaps we have not heard or seen this word in this form but in one form or another.  The meaning of this word, in many ways, appears to be describing an impact of the

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7 Criteria To Ensure Doing The Right Things For Buyer Personas

When we put time, resources, and money into anything we do business-related, it is natural to seek value in return.  Value comes from understanding what are the right things to get done.  How to ensure investment in buyer insight research and buyer persona development adds value is one question I get asked frequently. Doing The

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6 Advanced Best Practices in Buyer Personas Propel Growth

For many B2B organizations, there is renewed energy towards growth.  Hesitant during the long crawl of the recession, companies are once again setting more ambitious growth goals.  What makes this point in time different is buyers are no longer as they were just five years ago.  Understanding buyers in the new digital age takes on

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