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25 11, 2015

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

By |November 25th, 2015|B2BZone, b2c, Blog|0 Comments

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. Some at the event wondered if a whole conference dedicated to [...]

11 11, 2015

15 Questions to Ask in Your Next Persona Interview

By |November 11th, 2015|B2BZone, b2c, Best Practices, Blog|0 Comments

People, it's time to get real about buyer persona research. Buyer persona interviews are the most important - and often the most daunting - part of creating actionable, in-depth personas. The light at the end of the tunnel is critical voice-of-customer insights that help organizations to remove bias, identify the problems faced by their buying audiences, and [...]

9 11, 2015

Habits of Customer-Centric Marketers: Q&A with Erika Goldwater

By |November 9th, 2015|B2BZone, b2c, Blog|0 Comments

In a recent study we read, the role of marketing is changing to become the chief advocate for customers. In fact, the #1 priority of B2B marketers in 2016 will be “understanding buyers,” according to a recent survey from the IT Sales and Marketing Association. In today’s world of empowered buyers, the marketers who are getting it done are those who [...]

9 11, 2015

Understanding B2B Buyers 2016 Benchmark Study

By |November 9th, 2015|Blog|0 Comments

Did you know the #1 responsibility of a B2B marketer in 2016 is going to be understanding buyers (ITSMA)? ​We're conducting an industry-wide study to learn how companies like yours understand your B2B buyers. Would you take 10 minutes to offer your perspective? What's in it for you: You'll receive FIRST access to the resulting report, [...]

2 11, 2015

Watch for These 3 Warning Signs That You Don’t Understand Your B2B Buyer

By |November 2nd, 2015|Blog|0 Comments

I'm excited to speak this week at the FWD:B2B Conference in Phoenixville, PA, hosted by Godfrey and the Philadelphia Business Marketing Association Chapter (BMA Philly). My session is about the importance of understanding your buyers’ issues, problems and world view. When marketers fail to get this right, the effect can manifest itself in harmful ways. Ahead [...]