What’s the Difference Between Buyer, Customer, and User Personas?

Cintell

At its very basic level, a “persona” is a character. The term is derived from Latin, where it originally referred to a theatrical mask. Personas in the world of music refer to an artist assuming a role that matches the music they sing (think Ziggy Stardust adopted by David Bowie).

The Telltale 8% Drop In Content Marketing Effectiveness

Tony Zambito

It goes to show you that sometimes, numbers being relative, an 8% drop can be significant and historic. Perhaps not as drastic as the Dow falling by 8%, but to see the percentage of marketers who believe their content marketing was effective drop to 30% from 38% in one year is a revelation.

4 Tactical Takeaways from Case Studies Presented at SiriusDecisions Summit 2013

Modern Marketing

by contributor | Tweet this Editor’s Note: Today’s guest post comes courtesy of Jon Russo , a three-time B2B Chief Marketing Officer in global high tech companies ranging from former divisions of General Electric to successful Silicon Valley start-ups.

The Single Most Important Element for Increasing B2B Lead Gen and Sales

Webbiquity

A spate of articles recently have expounded on the “consumerization” of all things business: the consumerization of sales, of IT, and of business-to-business (B2B) marketing most prominently. Compared to the typical B2B purchase—there is no comparison.

Magpies and 4 Other Things I Heard at the Inaugural SiriusDecisions Technology Exchange #SDTechX

Cintell

We just arrived back in Boston from the inaugural SiriusDecisions Technoloy Exchange , an event dedicated to solving some of the complexities around the most central component to today’s function of business-to-business marketing – meeting and managing the demands that technology places on our jobs. and while I encourage the intention of this, it has the potential to be completely dangerous. Think of personas as static, unusable documents?

The Most Important Force for Increasing Leads and Sales

Webbiquity

There’s been a raft of articles recently proclaiming the “consumerization” of all things business: the consumerization of sales, of IT, and of business-to-business (b2b) marketing most prominently. Insufficient or difficult to find information.

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B2B Marketing: Guide to Success in the Digital Era

KoMarketing Associates

Yet, to this day it is one of the most common places we default to when we need to make a purchase, evaluate a company, or answer a question. Business to Business (B2B) companies have not escaped from the shift in marketing trends. Business Skills.

Spin A Story That Stands Above The Noise: Content Marketing Tips From ?Ardath Albee

Modern Marketing

by Amanda Batista | Tweet this Storytelling is one of the last opportunities marketers have to differentiate their companies, brands, and products. Stories are difficult to copy. Can you speak to the significance of the role’s growing demand? .

3 Enterprise Takeaways from SiriusDecisions Summit

Modern Marketing

Prior to founding B2B Fusion, Jon held global CMO roles for 10 years in private and public technology companies in Silicon Valley, NYC, and Luxembourg. Polycom CMO Jim Kruger leveraged regional team presenters by sharing a global success story of installing an inquiry to opportunity process.

Content Auditing and Mapping it to the Industrial Buy Cycle

Industrial Marketing Today

What does it really mean to an industrial marketer, especially if you work for or are a small to mid-size manufacturer or engineering company? Industrial giants have deep pockets to create marketing content on a daily basis. He/she must take a desired action for that to happen.

5 Ways Your B2B Marketing Automation is Failing

Modern Marketing

Ascend2 found that the most significant barrier to marketing automation success is the lack of an effective strategy. And according to B2Bmarketing.net's Marketing Automation Benchmarking Report, 17% of marketers say marketing automation has been very beneficial for their company.

Digital Marketing Glossary, Part 1

Marketing Action

Just as we talk about the importance of sales and marketing agreeing on the terms they use for the processes they share, it’s important for marketers to agree on the meaning of the basic terms we use to talk about everyday marketing activities. Guilty as charged.

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The fastest route to success requires lateral thinking.

Sales Engine

How to Dominate Your Market With Content from SalesEngine 1. As marketers tried to get the most out of this new digital world they re-discovered the importance of content. And that’s what we are going to talk about in this presentation…because you only have so much muscle, right?

33 Phenomenal Content Marketing and Copywriting Guides and Tips

Webbiquity

Unlike other modifiers attached to the discipline (consumer marketing, b2b marketing, trade show marketing, digital marketing), the term “content marketing” doesn’t describe an audience, tactic, or channel, but rather a completely different approach to marketing.

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Top 10 B2B Inbound Marketing Predictions for 2015

KEO Marketing

As we start to settle into 2015, we are excited and optimistic about the outlook for business to business (B2B) marketers this year. To help with your planning and strategy brainstorming, we wanted to share our top inbound marketing predictions for the upcoming year.

Tom Pisello: The ROI Guy: ShoreTel And Alinean Launch Online TCO.

The ROI Guy

Tom Pisello: The ROI Guy This blog is dedicated to the strategies and tools used by solution providers to better prove and improve the value of B2B solutions to frugal buyers - using diagnostic assessments, interactive white papers, ROI calculators and TCO comparisons.

Crunchy, salty, nutritious news & views on B2B marketing for technology companies | Velocity - the B2B marketing acceleration agency for technology companies

delicious b2bmarketing

A few people were so incensed they contacted me to say I was talking nonsense. So click here to find out whether they changed my mind… Read more… Stan Woods | June 16th, 2009 | one comment The Content Marketing Workbook It’s here. Seemed to go really well. They have to be easy to navigate, and present visual ideas without overwhelming the viewer.… It’s not just that there are so many new ways to reach people.

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