Legal, finance and procurement decide B2B marketing and sales success
Some B2B marketing shops don’t even think about these groups on a buying committee, let alone develop messaging; a study by LinkedIn and Bain shows why that needs to change B2B marketers instinctively target their marketing at decision-makers. This sounds...Read More
How to Get the B2B Marketing Persona Right [UML]
The term “buyer persona” has reached peak interest in the last five years, according to Google Trends. If B2B marketing isn’t careful with how these are sourced and created, then interest could plateau or decline. Personas ought not be viewed...Read More
Kindred and Skeptical: Personas that Buy PR Firm Services
There are three types of buyer personas that buy PR firm services: 1) Kindred Spirits 2) Arm’s Length and 3) Been Burned. Those are the findings from research by Drew McLellan and the Agency Management Institute titled, 2015 Agency Hiring &...Read More
Social Dads: Profile of a Father on Social Media [Infographic]
More than half of dads on social media are inclined to agree they’ve had had conversations or found resources that helped them become better fathers. That’s according to a survey of 1,200 “social dads” by Social Media Link and presented...Read More
The Buyer’s Journey and Why Content Marketing is a Thing
By the time a customer talks to sales, they are 90% through the buyer’s journey and close to a purchase decision; content marketing is more important than ever. In January 2013, I was licensed to skydive. For a variety of...Read More
B2B Marketers Settling in for a Social Media Marathon
by Frank Strong Social media, and it’s role in content marketing for B2B companies, has earned its stripes. As a marketing tactic, social media ranked second only to SEO in a new report by eMarketer, based on data from Demandbase...Read More
Marketing Persona: Social Media Profile of a Social SMB
What does the persona of an SMB that’s engaged in social media look like? It falls generally into these characteristics: The SMB earns $20-30 million in annual sales It has 1-3 people in its marketing shop Spends $10,oo0 a year on...Read More
