Branding

Buyer Personas

4 Helpful Elements Of Buyer Personas Essential To Your Brand Storytelling

Marketing Leaders Can Use 4 Approaches Involving Buyer Personas To Create A Brand Story Buyers Will Want To Read Some of the best books ever written often involve an engaging central character or several central characters.  Stories are written that revolve around a plot of the central character facing and overcoming challenges.  A non-fiction book …

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How To Lead With Customer-Focused Content

The explosion of content in the digital world is an unprecedented phenomenon just a few could have predicted twenty-five years ago.  Content is ubiquitous in all phases of life and in business.  In fact, it is getting harder and harder to find a slice of time where content is not invading precious personal or business …

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Why CMOs Should Not Focus Only On Content Marketing

Soon, two thousand plus marketing directors, managers, coordinators, and marketing specialists will descend on the content marketing Mecca event called Content Marketing World.  The largest content marketing oriented conference of its kind.  These teams flushed with CMO approval in hand to attend eighty plus available sessions in the hope it will result in improved effectiveness. Effectiveness. …

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Gaining The Attention Of Buyers In A Hyper-Connected World

As we have all experienced, our hyper-connected world is becoming more chaotic with more mediums vying for our attention.  Advanced digital technologies have meant more channels to hear, see, and search for information.   For many consumers as well as business buyers, the overwhelming availability of choices can create anxiety-laden confusion.   Causing a seemingly straightforward effort …

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4 B2B Marketing Trends To Plan For In 2015

The classic novel A Tale Of Two Cities by Charles Dickens begins with these most famous words and phrases: “It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness……… it was the spring of hope, it was the winter of despair…we …

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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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Why The Differences Between Buyer Profiling and Buyer Personas Matters

Many marketing and sales executives agree the need to understand buyers today is greater than ever.  Markets and industries in B2B are still trying to figure out the impact of changing buying behaviors.  There is heightened attention in customer acquisition – mainly because it has become a guessing game. What many executives are discovering is …

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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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4 Steps To A Compelling B2B Brand Story

One of my favorite authors is David McCullough.  His award winning books, some winning the Pulitzer Prize, have included 1776, John Adams, Truman, and The Greater Journey.  He has become an American treasure and true master at historical storytelling.  David McCullough is one of America’s most revered authors and historians.  Captivating millions of readers across …

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Why B2B Should Invest In Branding (And What Happens When You Do Not)

When the financial crisis hit in 2008, a certain word went missing in business.  And, another word became all too powerful.  The word, invest, and the inertia behind it lost traction in B2B business.  Rocked by the financial crisis, many plans were shelved.  Collecting dust.  The word, cut, became dominant in business vocabulary. A few …

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