The 7 Attributes of Quality B2B Content: A Vendor’s vs. a Buyer’s Perspective
Producing the kind of content that engages buyers remains marketers’ top challenge – both for enterprises and small businesses alike. According to the latest study from the Content Marketing...
View ArticleThe Compelling Case for Content (ROI Included)
This SlideShare presentation explains the critical role content plays in the B2B buying process. It also contains some impressive ROI figures that can help persuade senior management to invest in a...
View ArticleHow to Capture Deep Insights About Your Buyers and Gain a Competitive Advantage
Delivering the right information, to the right people, at the right time in the B2B buying process is critical for persuading buyers to purchase your solution. But what if your marketing and sales...
View ArticleFrequently Asked Questions About Buyer Personas (E-Book)
Understanding how B2B buyers search for solution options, short-list and evaluate vendors, and make their final purchasing decision is critical for developing persuasive messages that capture buyers’...
View ArticleWhy Supporting the Customer Buying Journey in Your Content Marketing Isn’t...
For years, B2B vendors have relied on solution sales and marketing tactics to get ahead of the RFP and influence the criteria buyers use to evaluate and select a solution. Today, that’s not enough....
View ArticleThe 6 Most Important (And Surprising) Things I Learned Doing B2B Buyer Personas.
Last year I decided to learn how to develop buyer personas so that I could become a better content marketer. Having practiced the craft for over a decade, I was no stranger at producing content that...
View ArticleBridging the Gap Between What Buyers Care About and Your Content
I recently completed another buyer persona project for a company where I interviewed business executives about their purchasing decision around a mature and highly competitive, solution category. My...
View ArticleINFOGRAPHIC: How To Create Insightful and Actionable, Buyer Personas
This infographic compares the pros and the cons of the three popular methodologies for creating buyer personas, and explains why interviewing your buyers is the most powerful method for capturing new...
View Article5 Things You Need to Know About Your Buyers That Will Give You a Competitive...
Knowing your buyers is essential for building a persuasive case to purchase your solution instead of your competitor’s. But if your understanding of buyers is based solely on information gathered from...
View Article8 Powerful Ways to Use Buyer Personas to Build Your Content Arsenal
Insights to action! This e-book explains how buyer personas created using the 5 Rings of Buying Insight methodology can be used to to support your B2B marketing strategy and sales enablement and...
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