In the past few years "buyer personas" have become a standard marketing tool or concept. Unfortunately for many, they have become another "box to check" on the ever-growing list of things marketers must do...

While conducting Net Promoter Score (NPS) research for a b2b technology client we asked the president of an operating division of a large multinational the following, “you gave our client the highest NPS score, what is the greatest benefit you get from them?” The answer,...

Many b2b prospects have expressed that unfocused marketing communications are noxious - clogging the air and littering the landscape, substituting quantity for quality, volume and weight for insight. Surely, if our message is everywhere, and if we speak loudly, our prospects will flock to our...

Most B2B websites are the primary way companies represent themselves and their products to prospects in the 57% of the consideration process that occurs online. There are (at least) five roles that websites need to perform in B2B lead generation and nurturing....