Demand Generation isn’t easy, so don’t let anyone tell you that it is. Today’s buyer’s journey is complex, comprised of buying committees and it is never one-size fits all. To better understand [...]
Right now there are a lot of misguided, well-meaning marketers working on beautifully crafted, useless buyer personas. Now, I’m not joining the persona naysayers (you know who you are). It’s true [...]
Persona-based marketing has been used for decades to help craft targeted promotions and messages that appeal to the best prospects. While personas shape webinar content, they are often misused [...]
Persona-based marketing has been used for decades to help craft targeted promotions and messages that appeal to the best prospects. While personas shape webinar content, they are often misused [...]
My rule of thumb for webinars is to immediately deliver value by quickly giving your audience something they were promised in the promotional description of the event. You want them to feel [...]
In a “know your buyer” world, more B2B marketers are creating personas. But then what? Personas are often treated as a checklist item when they should be actively used as a tool that plays a [...]
