“Behind every person, behind every company, behind everything, is a story of how it got there – and the most relevant stories connect on a personal level.” Beth Comstock, CMO of GE. The above comment is a reminder of no matter how complicated or complex a business and its products may be, there is a …
How GE Uses Human Connection To Empower B2B Corporate Storytelling Read More »
CEO’s and their C-Suite teams are mired in quantitative data analysis. Trying to make sense out of dollars and cents. Uncertainty reigns on how to shape future company strategic direction. Frustration exists with research consisting of surveys and data analytics only providing a snapshot of customer and market realities. Recent customer profiling efforts only telling …
How The C-Suite Can Discover Rich Buyer Insights Through Buyer Stories Read More »
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 …
Having an instantly recognizable brand is the aim of many Chief Marketing Officers and marketing leaders. It is one of the most elusive trophies to grab in the world of B2B. Once achieved, there are tremendous advantages. Gaining such an advantage has become harder to achieve as companies struggle to be heard above the loud …
CMO 2014: 4 Steps To Rediscovering B2B Brand Equity Read More »
Are the goals you think of, consciously and non-consciously, the same as they were five years ago? Ten years ago? The chances are, they have changed. For some, changes may be subtle while for others goals have changed substantially. Significant shifts in buyer behavior as a result of evolving digital technology are causing both buyers …
It is downright scary. Pressure is building to come out of the recession and light a fire undergrowth. Marketers and sellers are responding impulsively. How? Slipping back into a time warp of the ‘80’s. A world filled with focus on product centers, product marketing, selling features and benefits, and the buyer was a target – …
Do Your Buyer Personas Look Like They Are From 1980? Read More »
During the past two to three years, there has been much focus on understanding the buying process, buying cycles, or as some call it – buyer’s journey – of buyers. Due to shifts in buyer behavior towards research and evaluation before sales interactions, we have seen the idea of mapping content to buying stages and …
Month after month, Chief Marketing Officers (CMOs) are confronted with a question. It is a powerful question. If answered with accuracy and in-depth understanding, it can make a profound difference. So profound, it will change the fortunes of the organization. What Is The Question? The question, if answered correctly, will accelerate a company’s ability to …
(This is part three of a three part series on the use of Buyer Persona Stories™, Buyer Persona Scenarios™, and Buyer Persona Story Mapping™ to drive effective content marketing strategy.) Getting to see the big picture about customers and buyers today is not easy. It can be like sitting in an old stadium trying to …
Follow the Road to Content Marketing Effectiveness with Buyer Persona Story Mapping Read More »
(This is part two of a three part series on the use of Buyer Persona Stories™, Buyer Persona Scenarios™, and Buyer Persona Story Mapping™ to drive effective content marketing strategy.) Understanding what activities buyers perform as they attempt to solve complex problems has been a challenge in the digital age. The activities of buyers are …
How To Boost Content Marketing Effectiveness with Buyer Persona Scenarios Read More »
