There is a necessary shift in how organizations approach customer marketing content, largely due to changes in how customers interact with vendors along the buying process. Developing buyer personas, mapping content to their buying cycles, and leveraging sales...
Mapping Marketing Content to Prospect Buying Cycles The first law of communication implies that a connection will not be made with an audience unless the speaker knows who s/he is trying to reach. The same is especially true in B2B sales. Aligning the correct message...
Let’s face it. Despite the access they have to online information, customers have low levels of trust in messages they see on vendor websites, collateral sent to them and phone calls with your staff. Instead they’re looking to friends, family, and even strangers for...
Like many Customer Marketers, I have a passion for not only bringing the voice of the customer to life, but also creating opportunities for those voices to be elevated and recognized for their success. Over the past year and a half, I have had the honor of helping...
Advocacy: The Common Thread Tying Business Together There are so many products out there in the marketplace. Especially in the B2B SaaS world where it’s all about features and price and spinning a value prop to assure someone you’re better than the competitor. It’s a...
