The Persona at the End of the Line Like most marketers, you’ve got “personas” on your “to do” list. You can’t be a self-respecting marketer these days without creating them. We all have seen the presentations of these B2B or B2C customer types in human form, from...

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....

Company websites are central to a brand’s online presence, even with the profusion of other digital touch points on social media and elsewhere. Even if it’s not where you first contact a prospect, it is where most B2B and many B2C prospective buyers end up...