Building Relationships with B2B Customers By Creating Personas

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For far too long marketers have divided the world of business into two classes, B2C and B2B. However, I never understood this concept as we deal with people in both cases. Does it really matter if a business is buying service or product or a consumer? I think not, because both have a need, demand, pain point and/or a challenge to solve.

In the world of B2B, buyers are people who generally are looking for a solution to their corporate problem versus a personal problem or need. In this scenario, the buyer or decision maker is tasked with looking for a product or service to solve their company’s need. Where do most people turn when they have to find something? Google, of course. Continue reading

7 Horrible Mistakes You’re Making With Your Content Marketing Strategy

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According to B2B Marketing Insider, Marketers, on average, spend over a quarter of their marketing budget on content marketing. 78% of B2B marketers are creating more content than they did one year ago (Content Marketing Institute). However, only 42% of marketers feel they are effective in their content marketing efforts.  If marketers have the budget and they are producing more content than ever before, then why do they feel their content is not effective? Why are marketers creating content that serves no purpose or does not produce results? Perhaps it’s because they were told they need content but never told why. Continue reading

Back from #INBOUND2014 and Drinking the Coolaid

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This week I attended HubSpot’s annual conference on inbound marketing called INBOUND 2014. The conference had over 10,000 attendees, almost double the 2013 numbers and was held in the Boston Convention Center (that place is huge by the way).

The conference spared no expense and brought in several of the heavy hitters in the industry  from throughout the content marketing and inbound marketing world such as; Chris Brogan, Malcolm Gladwell, Guy Kawasaki,  David Meerman Scott, Simon Senik, Rand Fishkin, Joe Pulizzi and Jeanne Hopkins just to name a few. All sessions had the central theme of personalization, content, promotion and tracking. If you don’t do any one of these and do them well, you are missing something. Continue reading

How Content and New Media Has Changed the Way We Shop

Why is today’s buyer more informed and savvy than any other buyer in history? Content marketing.

According to Ipsos’ report Interconnected World: Shopping and Personal Finance, “61% of global internet users research products online” and “44% of online shoppers begin their research by using a search engine.” These statistics may not seem that earth shattering to the modern-day marketer, but to those marketers working for companies that still rely on cold calling and conferences as their primary source of leads, these stats can be a game changer. Continue reading