Marketing Interactions
FEBRUARY 15, 2019
For those of you who know me, you know I spend much of my time talking to my clients’ customers to do the research necessary to build buyer personas that can truly inform content marketing, product marketing and sales enablement programs. It’s not that sales reps are wrong, it’s that they use this information differently than a marketer will.
Marketing Interactions
OCTOBER 8, 2020
Wrestling to understand a lot of conflicting information gathered during research. Most of the information they gather and conversations about solving the problem take place without your sales rep in the room. More content, more case studies, more information, more sales process…more of everything.
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Marketing Interactions
MAY 21, 2018
Plan content initiatives based on content marketing strategy informed by buyer personas, behavioral analysis, and engagement data, and map these initiatives against organizational goals. B2B marketers know analytics are critical, but many marketers struggle to use them effectively. of every dollar spent on content.
Marketing Interactions
JUNE 23, 2017
In this post, I’ll discuss how the details of a buyer persona inform a content marketing strategy. With the wealth of information gained during the process of determining buyer personas, you can now create the nine components for each persona. It can be like herding cats because our financial information is so hard to use.
Marketing Interactions
JULY 5, 2021
Whether the infographic serves your needs is dependent on the information in the visual, not the format of the visual. Believe me, if the information is garbage, you’ll be hitting that back button in short order, without caring if it’s an infographic, video, or a blog post. A Focus on Format is a Siloed View. Or an echo chamber.
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