When the Dow tumbled in 2008, the largest single-day drop in the history of the Dow occurred on September 29, 2008. The index fell by nearly 778 points or almost 7%. In October of that same year, the Dow tumbled yet another 733 points, or by 8%. It goes to show you that sometimes, numbers being …
The Telltale 8% Drop In Content Marketing Effectiveness Read More »
Many CMOs today are faced with a dilemma. As digital interactions and media become more intertwined into everyday life, marketers need to respond. Respond with content and media that fits into the new world of digital commerce. Yet, as CMOs invest and allocate more to content and digital media, the returns are not occurring as …
Goal-Directed Marketing: How Marketers Can Help Buyers Achieve Their Goals Read More »
One of the most under-realized areas of understanding in marketing today has to do with the powerful influences of buyer goals and their goal-directed behaviors. This is especially true in B2B marketing. Most notably, in terms of understanding the impact of buyer goals on how buyers conduct informational searches, as well as, gather content and make …
The Influence Of Buyer Goals On Content And The Search For Good Ideas Read More »
When it comes to buyer personas, the expression “if it were only that simple” certainly applies. There has been an abundance of advice on how to create buyer personas – simply. In the past two years alone, there have been numerous articles, postings, books, and templates on how to create buyer personas. Many professed buyer …
How CMOs Can Achieve Better Marketing With Goal-Directed Buyer Personas Read More »
The calendar is usually full. Exercise coming from jogging from one meeting to the next. Engrossed in the daily demands for time and being in the moment of now. The now being a crisis or a looming project deadline. The gnawing feeling of something being missed about customers and buyers never going away. The world …
3 CMO Signals For Sensing Shifts In Buyer Decision Behaviors Read More »
On the minds of many CEOs for this year and beyond is making business growth a top priority. From the likes of surveys by IBM and Gartner to surveys by the multitude of research firms across the globe, the one consistent driver identified by CEOs is that of business growth. Coming out of the doldrums …
Use Buyer Personas To Align Marketing With Business Growth Strategies Read More »
The digital economy continues to evolve at a fast clip. New technologies are being introduced nearly every month. Startups are ascending while long tenured organizations suddenly find themselves on shaky grounds. New services and product introductions are falling flat. Making the pursuit of understanding why customers are buying or not buying most difficult for many …
How To Gain Deep Insights Into New Customer Buying Behaviors Read More »
Many executives today are struggling in two areas. One is in formulating strategies designed to help their organization stand out in a crowded field. The second is in creating an enterprise adept with deep customer insights and understanding, which translates into obsessed customer focus. When struggling in these two areas, executives and their organizations can …
Stop Business Speak And Simplify Insights To Achieve Customer Centricity Read More »
Another year and more questions facing B2B Marketing Leaders. We are faced with a rapidly changing digital economy and evolving buyer behaviors. Challenging the best plans and intentions drawn up for 2015. Each year begets a new set of questions, which confront B2B organizations and B2B Marketing Leaders. Let us take a look at 7 …
7 Big Questions For B2B Marketing Leaders in 2015 Read More »
This July marks the 13th year since the first drafting of the concept and methodology of buyer persona development. Notably, in the last three years, we have seen an increase in awareness of buyer personas. Coinciding with the rise in content marketing, marketers seek to use buyer personas to help guide content strategies and tactics. …
5 Reasons For Poor Buyer Personas Steering Marketing In The Wrong Direction Read More »
