content strategy

Is Content Marketing Ineffectiveness Changing Buying Behavior?

The pendulum has been around since 1602 when Galileo invented it.  It was the world’s most accurate timekeeping device right up until around the 1930’s.  The concept is one of our natural laws of the world.  We may be experiencing the effects of the pendulum in sales and marketing. Despite the pronouncements of buyers not …

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Improve Effectiveness: A Content Strategy Model Aligned to Buyer Personas and the Persona Buying Cycle

Do you know what your buyers think about?  How they explore options?  What conversations are important for them to have with sales?  What type of information needs they have? For both marketing and sales, getting answers to these questions is becoming critical just to get in the game.  While these types of questions have existed throughout …

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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 …

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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 …

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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 …

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How to Find the Critical Buying Path of Your B2B Buyer (Using the Buyer Decision Model)

Lately, attempts to visually show buying processes or buyer journeys have come in all shapes and sizes.  They have ranged from the traditional funnel to circles, galaxies, maps, rings, and whatever Lego type shapes can be mustered.  Names for the different phases and stages seem to be – well – all over the map.  I …

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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 …

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Map Content to the 5 Phases of the B2B Buyer Persona Buying Cycle

B2B business strategies were much simpler back in the day.  In the pre-Internet and pre-digital age, the target of one customer or buyer was an accepted viewpoint.  We are no longer back in those days. We are in the new digital age.  This new age consists of more complexity, collaboration, co-creation, and new emerging buying …

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4 Reasons Why Content Marketing Should Care About Audience Development

Over the past year, questions about content marketing effectiveness are beginning to surface.  The Content Marketing Institute as well as a survey sponsored by eConsultancy, indicated belief in effectiveness was under 40%.  Most recently, SiriusDecisions made this statement: “Fully 60 to 70 percent of content churned out by b-to-b marketing departments today sits unused. This …

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