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 …
The digitization of the global economy is resulting in a tidal wave of new business and operating models throughout the world. Sparking rapid forms of innovations and turning existing markets upside down with new market rules and design. Digital disruption means organizations must stay alert to how an existing market strategy may have to undergo …
Is Your Organization Ready For Market Strategy In A Digital Economy? Read More »
The transformation to a digital economy has shifted behaviors considerably in the past decade. Meaning marketers today must account for how to adapt to behavioral shifts caused by the omnipresence of digital and online information. As a for instance, people today have no more than a 7 to 10-second span of attention when online. Even …
Why Context Is More Important Than Content In Marketing Read More »
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. …
Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing Read More »
As the concept of buyer personas has crept into the conscious of both B2C and B2B Marketing, so has misguided representations of buyer personas become prevalent. With many touted frameworks and processes being representative of buyer personas in name only. These misrepresentations have also led to a tendency to throw everything, including the kitchen sink, …
People and professionals in organizations can have different intentions while working towards the accomplishment of organizational, as well as, individual goals. Understanding the difference between intent-driven and goal-driven behaviors allows for deeper levels of understanding buyers (customers). Leading to more effective online engagement, content design, and sales conversations. The relationship between intent and goals is …
How Understanding The Goals And Intent Of Buyers Can Transform Marketing Read More »
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 …
5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research Read More »
It is clear that one of the top challenges facing marketing, especially B2B marketing, is the ability to connect with potential buyers on a personal level. Recent surveys of marketing professionals by Rapt Media, Forrester, Seismic, SAP, IBM, and others all indicate that content personalization remains the biggest challenge for marketers this year and for …
Overcoming The Content Personalization Challenge With Buyer Persona Research Read More »
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 …
4 Myths Preventing True B2B Customer Understanding Read More »
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 …
Is B2B Content Engagement Heading In The Wrong Direction? Read More »
