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 was reading an interview with Laura Ramos, VP and Principal Analyst with
Forrester, and a couple of things she said caught my eye:
“The ideal model for understanding how B2B buyers buy is a life cycle, not
“When your sales involve multiple buyers in a complex, highly considered
process, and when there is a distinct hand-off from marketing to sales—it
can get a bit murky when figuring out where marketing’s influence ends and
sales’ influence begins.”
The question that came up for me (and has for some time) is: Why is there a
If you look at the fir... (more)
I was reading this blog post interview with Paul Greenberg over on Hubspot's
blog about defining customer engagement and one of his examples stuck out to
me. The essence of it was "don't make decisions for your buyers." Instead,
let them choose.
Regardless of how much research you've done, the number of personas you've
created, you can only know so much. Each buyer is an individual, a human.
While your content marketing programs lay down the bread crumbs they can
choose to follow, it's what happens next that's critical.
Paul Greenberg defines customer engagement as:
“the ongoin... (more)
Despite the shift in the B2B buyer landscape that puts them squarely in the
power position, I still hear marketers insist that the product is the hero of
the story. Well, I'll just rip the bandaid off and say it straight up - You
As a level set for this post:
The hero of the story is the protagonist or main character. The protagonist
has a goal; is impeded by the antagonist/villain in achieving the goal; seeks
knowledge along the way from a mentor to vanquish the villain; and achieves
victory to accomplish his goal successfully at the end.
Does this description of th... (more)
Many of the buyers who visit your company’s website probably originate from
a click generated by a search result. Most marketers have done a great job
managing from the home page inward. But, how many marketers spend time
optimizing from the back of a website to the front? Consider that an interior
page can often be the first introduction many of your buyers have to your
Are you certain of the impression you’re making? Could it be stronger?
Stop now and go to a search engine and type in your company name, product, or
a keyword and take a look at the search results. Notice... (more)