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26 01, 2016

29 Ways to Use Your Personas

By |January 26th, 2016|B2BZone, b2c, Blog|0 Comments

You Built Personas, Now What? Creating buyer personas is only half the battle. If your personas are wasting away at the bottom of a desk drawer, gathering dust up on the wall of your office, or sitting ignored on the company intranet, it’s time to reimagine their potential. In a recent B2B marketing benchmark study [...]

28 12, 2015

Habits of Customer-Centric Marketers: Q&A with Hendrik-Jan Francke

By |December 28th, 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 [...]

11 12, 2015

Video: From PDFs to Action, Reinvent Your B2B Personas

By |December 11th, 2015|B2BZone, b2c, Blog|0 Comments

My first trip to Phoenixville, PA taught me it's a beautiful place, filled with surprisingly delightful cafes and a vibrant community of B2B marketers. The good folks at B2B marketing agency Godfrey and the local chapter of the Business Marketing Association invited me to present at the annual FWD:B2B conference a few weeks ago. I [...]

4 12, 2015

Humanize Your Buyer Personas With The Most Common Names Per Profession

By |December 4th, 2015|B2BZone, b2c, Blog|0 Comments

What’s in a name? that which we call a rose By any other name would smell as sweet; One habit I find fascinating in the world of buyer personas is the model and naming convention that has become a standard part of the practice. The alliteration of “Sam the Safety Engineer,” “Molly the Marketer” or [...]

1 12, 2015

Marketing Was Never Supposed to Be This Way (Our TEDx Talk)

By |December 1st, 2015|B2BZone, b2c, Blog|2 Comments

Marketing has become an all-encompassing force in our society, one that we spend billions on annually. But marketing, as an industry, has failed consumers because companies remain the center of their own universes. In this talk, Cintell co-founder and CMO Katie Martell looks back at the origin of the profession, revealing the role of propaganda, [...]

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 [...]

19 10, 2015

Habits of Customer-Centric Marketers: Q&A with Alex Kevork

By |October 19th, 2015|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 [...]

12 10, 2015

Habits of Customer-Centric Marketers: Q&A with Mark Shapiro

By |October 12th, 2015|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 [...]