Beyond Beige: Ardath Albee’s Blueprint for Buyer-Driven B2B Strategies
Content Standard
NOVEMBER 16, 2023
According to Forrester, a whopping 85% of marketers say their content doesn’t deliver business value. Ardath attributes this massive disparity between brand messaging and buyer needs to the “kiss of beige” in B2B marketing – a tendency for B2B companies to play it safe, generalize their audiences, and avoid taking a stance.
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