Content Strategy

3 Steps B2B Chief Marketing Officers Need To Take To Survive The B2B Buyer Revolution

The CMO’s of today are facing the challenge of surviving in a new world.  This new digital age has marketing in the throes of a buyer revolution.  Like any revolution, organizations, and institutions are going to topple. I was recently asked what I believed was the next “hot thing” in marketing.  I have been thinking …

3 Steps B2B Chief Marketing Officers Need To Take To Survive The B2B Buyer Revolution Read More »

Is Your Organization Listening To Your Buyers? (How It Can Using 4 Stages of the Buyer Insight Maturity Model)

We hear it all the time.  The mantra of being customer and buyer focused.  Every year it shows up in one document or another.  It is widely announced at the beginning of each year.  The national meetings and celebrations fire up the troops.  Then, like a slow warping LP record in the hot sun, it begins …

Is Your Organization Listening To Your Buyers? (How It Can Using 4 Stages of the Buyer Insight Maturity Model) Read More »

How Many Buyer Personas Do I Need? (The Answer You Need To Know)

I get asked this question – a lot. I read many incorrect answers – a lot. The right answer matters – a lot. Confusion Reigns This is one of the most asked questions I have encountered since creating the buyer persona concept a dozen years ago.  What concerns me today with the rising interest in …

How Many Buyer Personas Do I Need? (The Answer You Need To Know) Read More »

Do You Know What Your Buyers Value When Making A Purchase Decision?

The importance of knowing what buyers value is unmistakable.  Yet, trying to understand what they are can be fuzzy.  Buyers are not always clear in articulating, which makes our ability to understand challenging. Understanding buyer value drivers is important to developing a compelling value proposition.  You need to balance both sides of the coin to …

Do You Know What Your Buyers Value When Making A Purchase Decision? Read More »

Latest Report: Why B2B Content Marketing is Failing B2B Buyers

The report is staggering.  After spending millions of dollars on content marketing, B2B marketing appears to have taken a few steps backward. The report I refer to is the 11-page report, produced by the CMO Council and Netline, entitled: Better Lead Yield in the Content Marketing Field.  While this report focused on new content ROI, it …

Latest Report: Why B2B Content Marketing is Failing B2B Buyers Read More »