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Buyer Personas: Where (and How!) to Start

July 7th, 2010 | By Jeremy Victor

Earlier this year, I wrote a post, Humanize Your Marketing With Buyer Personas, because of what I feel is lacking in a lot of B2B marketing today. That is content – read marketing material of any kind – that is created and crafted in a way that is makes a personal connection and demonstrates a real life understanding of the people to whom the company is trying to market.

Much of what I come across still reeks of “me, me, me; we are great.”

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The best content marketing isn’t marketing at all

January 12th, 2010 | By Beth Brindle
I am still sometimes haunted by the response I gave to an executive’s question in a strategy meeting a full decade ago. My then-employer was a B2B internet company struggling with its identity as the organization grew at an explosive rate and morphed from a publisher of online trade journals to a combination publisher, builder of B2B communities, and enabler of B2B commerce in the form of auctions, exchanges, and online lead generation.

The executive leading the meeting asked each of us at the table where our content and community efforts best fit into the equation. Continue Reading

It's Time - Your Marketing Needs A Content Makeover

January 5th, 2010 | By Jeremy Victor
Let's face it, B2B buying behavior has evolved, it's time your marketing (and sales) does too. Here's a list of reasons why and some helpful links to get you started.

1. "Nobody cares about your products."

So stop talking about them. In this video, David Merrman Scott and Eloqua's CTO Steve Woods discuss what to change in B2B marketing. Continue Reading