goal-directed marketing

How The Content Illusion Is Leading Marketing Astray In The Era Of Digital Transformation

In the past five years, the often-unquestioned hymnal has been that to succeed in today’s digital world, businesses must produce content.  Produce high-quality content, yes.  But, produce massive amounts of it to get in front of customers. According to various statistics on the Internet, we are living in a world where every minute over 200 […]

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Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing

In the 15 years since originating the concept of buyer personas in 2001, there has been one issue that continues to plague fully understanding exactly where, how, and why buyer personas can be beneficial.  Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts. 

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5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research

The term, audience development, has become more ubiquitous in the world of marketing.  A recognition of the growing importance of digital content marketing to overall marketing strategies today.  For B2C CMOs, the concept of developing audiences and communities has been an essential core principle for some time. For B2B CMOs, the idea of audience development

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4 Myths Preventing True B2B Customer Understanding

There is a big problem when it comes to B2B customer research.  And, most B2B executives may be unable to see or recognize the problem.  The scarier notion is some may not even know it exists. What is this big problem? According to various studies over the years (by credible institutions such as Harvard) regarding

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Is B2B Content Engagement Heading In The Wrong Direction?

Sometimes more is truly less.  When it comes to the state of B2B content marketing and engagement, this proverb is on the mark.   According to a recent study by Track Maven, one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much

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