Marketing Interactions
JUNE 23, 2017
Anyone who’s ever heard me speak on the subject of personas knows I’m passionate about the usefulness of every bit of information included in a B2B buyer persona. Reveal information needed throughout the buying process. Inform the tone, style, and voice for content. Where did you find the most helpful information?
Marketing Interactions
JANUARY 15, 2023
We need to be smarter and focused on continuous synching with our markets and evolving our digital strategies and approach to informing our buyers and customers with the true intent of helping them at the core of everything we do. Change is never ending. It’s coming faster than ever.
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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.
Marketing Interactions
SEPTEMBER 21, 2021
Edelman and LinkedIn recently released the 2021 B2B Thought Leadership Impact Study. Likewise, the things that leave buyers wanting are similar in this report as in other buyer preferences studies, including (by order of importance): Overly focused on selling rather than conveying valuable information. The noise is deafening.
Marketing Interactions
JANUARY 27, 2020
In other words, if a persona represents a role that isn’t involved all the way through the buying process, is it worth your time to build a full-blown persona designed to inform your content marketing strategy across the entirety of the buying process? It’s likely that this persona will be fed information by your primary persona.
Marketing Interactions
AUGUST 15, 2021
I read an interesting exchange on LinkedIn recently. How much of a share of their information consumption do you have? It’s helpful to know if an account is searching for information that relates to the problem you solve, your category, and your competitors. pages, then they’re likely just interested in the information.
Marketing Interactions
FEBRUARY 17, 2020
What new questions or curiosity did the information uncover for them? Done well, it can also be used help to deconflict the various information brought back by the buying committee that stalls deals—sometimes permanently. To keep this simple, I posit that every time a buyer or customer interacts with your content, their context shifts.
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