For some reason, in B2B content marketing, we seem to forget about the
"whole" buyer. More and more marketers are embracing buyer personas and the
idea of becoming customer centric, but we often only focus on the business
side of the buyer, as if they walk into the office and leave the rest of
In the personas I help my clients create, a lot of research goes into what I
call "orientation." Orientation is an attempt to identify commonalities
across the personalities of people who tend to hold the roles that our
marketing and sales programs pursue. These traits can tell us a lot about how
to structure content to make it more appealing.
For example, an engineer who is detail oriented would likely prefer content
that backs up a premise with research and fact, rather than relying on the
company's credibility for it to be believable.
But a report rele... (more)
I attended a webinar this morning, What Marketers Need To Know To Achieve
Content Marketing Success, with Robert Rose and Steve Walker. It was a good
session focused on the technology needed to empower content marketing. You
should go listen to it.
At the end of the session, this question was asked:
If I'm mostly focused on content writing, why do I need to know about
If I'd been sipping my coffee at that moment, I've no doubt that it would
have hit my screen.
Robert answered the question with the notion of awareness. He used a car
analogy; Although he doesn't know... (more)
This headline caught my eye - 53 Percent of B2B Fortune 500 Companies Use
Marketing Automation - so I clicked through to read it. Mathew Sweezey wrote
the post based on his research into the State of Demand Generation. Mathew
presents three reasons for why this increase in the use of marketing
automation foretells good things for the industry and his first one got me
Reason #1: Lots of Red Tape
Mathew makes the point that these enterprise companies are not light in the
wallet, but that the process of getting through all of the red tape to get a
deal done is exhaustin... (more)
In response to my last post, Product is Not the Hero of a B2B Company’s
Story, Michael Webb asked a great question. I started to answer it and then
decided the answer deserved its own post.
I can't help wondering what you (and others) think about the "Why-why-why?"
of the things you've written about?
For example, take the issues you addressed in your last five articles. Why is
it so easy for marketers to focus on:
Products, rather than the customer as hero? (Product is Not the Hero of a B2B
Shiny objects, rather than the thinking work required to ... (more)
When the economy trends down, it’s challenging enough to address people’s
uncertainty and concerns.
Buyers tend to hunker down and avoid anything that isn’t already a project
in progress, sometimes even standing by while those projects shut down in
mid-stage. You may start to notice a drop off in responses to your email
campaigns. This can lead to a bit of uncertainty of your own in regards to
your ability to maintain marketing effectiveness during the economic
Often, in our tendency to respond to this perceived dip in prospect interest,
we up our instances of email co... (more)