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...
Some B2B websites are treasure troves of great content just stacked to the ceiling. And the librarians need not implore visitors to whisper...
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...
This is the third in a 3 part series on how you can make your website a lot smarter, and work a lot harder. Three Critical Success Factors I can't give you the dissertation on smarter websites, but I can share these the three critical components of...
This is the second in a 3 part series on how you can make your website a lot smarter, and work a lot harder. In our experience, companies that implement these ideas have seen a 10% - 20% improvement in results - engagement, leads,...
Welcome to our 3-part series on how you can make your website a lot smarter, and work a lot harder. It's a short post a week, each with some solid ideas. In our experience, companies that implement these ideas have seen a 10% - 20% improvement...
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...
We've recently completed interviewing CEOs worldwide about their company's purchasing process, and their individual contribution. It has reinforced our view that some or all of what companies think they know about their prospects is yesterday's news. The pace of change is astounding: Basic needs are...
Not all B2B prospects are created equal. Some are ready to buy now, some later, some not at all—yet marketing tends to invest the same in each one, which is inefficient at best. I’d like to suggest a simple four-step formula that will bring an...