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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 [...]

29 10, 2015

The 4 Best Moments from MarketingProfs B2B Forum 2015 #MPB2B

By |October 29th, 2015|B2BZone, Blog|0 Comments

This year's MarketingProfs B2B Forum was the biggest yet - attracting hundreds of B2B marketers to our hometown of Boston and defending it's unofficial reputation as the only B2B marketing conference driven as much by glitter and selfie sticks as much as it is by high-quality content and fantastic speakers. Here are our top four moments: [...]

27 10, 2015

INSANE Honesty in B2B Marketing

By |October 27th, 2015|Blog|0 Comments

Marketers are programmed to only talk about our products’ best attributes. That’s one of the reasons all marketing sounds like… marketing. Insane Honesty is about putting your WORST foot forward in your marketing – actively seeking out your weakest points and making them the hero of your story. It’s about transparency, practicality, realism and real [...]

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

Did You Know…

By |October 12th, 2015|Blog|0 Comments

Did you know that 52% of marketers support 2 to 4 roles and buyer personas with dedicated content, and the top 3 drivers of blog content strategy include personas, audience demographics and buying stage? Did you also know that using buyer personas makes websites 2 to 5 times more effective and easier to use by [...]

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 [...]