Personas play a crucial role in creating targeted content

Personas play a crucial role in creating targeted content At some point you have probably created a buyer persona – a description or definition of your marketing audience. But, are you among those who feel that creating a “persona” is…
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Positioning B2B Content to Appeal to Different Generations: Part 2: Gen X, Boomers, and Traditionalists

Part 2: Gen X, Boomers, and Traditionalists Generation gap: n. a lack of communication between one generation and another. . .brought about by differences in tastes, values, outlooks, etc. Our last post focused on Millennials, looking at their primary defining characteristics…
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Using Social Media to Accelerate Sales

As part of our latest B2B survey of senior enterprise marketers, we asked, “How has social media changed the buyer’s journey?” Overwhelmingly (65%), respondents answered that social media has accelerated the sales cycle – see chart below.   How has…
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Building a Better Content Marketing Strategy

With today’s ever-increasing number of channels and platforms for reaching prospects, developing a solid content marketing strategy is now a vital component of any successful marketing program.  A big challenge though is creating content which sufficiently engages your target audience….
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Creating a Digital B2B Sales Process

Lisa Vitale Sales Process ExpertHere’s a sobering thought for B2B sales people and their marketing counterparts: “…today’s buyers might be anywhere from 60% to 90% of the way through their journey before they reach out to the vendor*.” The Internet…
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Step 2 – Update the Sales Process

The first of this two part series, Step 1 – Define Your Prospects Better,  focused on defining the B2B decision maker. This post will focus on evolving your sales process to better align with buyer behavior in today’s digital world. …
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Step 1 – Define Your Prospects Better

The first challenge you face when marketing more complex solutions is to define exactly who is the prospect. If your solution doesn’t fall neatly within the responsibility of a specific job title then you need to investigate who has responsibility…
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