FEATURED ARTICLES
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![Customer centric-GettyImages-1053339616]( "Customer-Centered Content Marketing - Part 2")
Customer-Centered Content Marketing - Part 2It is important to understand that potential buyers are on a journey to solve problems, not necessarily buy something. If you want to be considered as a solution provider, you must be a helpful participant in their problem-solving journey, the entire journey.
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![adventure-courage-GettyImages-908639764]( "Be Courageous!")
Be Courageous!Has courage become the forgotten leadership trait? If the leadership traits gathered for Thanksgiving, it was courage who carved the turkey. It seems like now it has been relegated to the children’s table.
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![GettyImages-1663011775]( "Tips On Refreshing Your Content!")
Tips On Refreshing Your Content!We recently offered some tips on refreshing your brand. Let’s stick with the theme of refreshing and apply it to our marketing content. Even content gets tired and can use some freshening up.
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![Brand]( "Tips On Refreshing Your Brand!")
Tips On Refreshing Your Brand!What makes defining “brand” so challenging is that it depends on who you ask. The most important opinion when describing your brand is that of your customers. Your brand is what they say about you.
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![Customer-centric-GettyImages-1001534666]( "Customer-Centered Content Marketing Part 1")
Customer-Centered Content Marketing Part 1Here is the problem that many of us have. We define the B2B buyer’s journey in three stages: awareness, consideration, and decision. And we define awareness as when a buyer becomes aware of us and our solutions. We then develop content strategies focused on our own products and services which is what buyers seek in the late stages of their journey. We miss the opportunity to build trust with buyers when it is most critical. What we need is a content-marketing strategy that is aligned with the real buyer's journey.
GUEST CONTRIBUTORS
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![Chart Meeting]( "How To Create And Use A Customer Persona To Get Results")
When creating your customer persona there are two main camps that organizations fall into. Those that have customers and those do not have customers or at least very few. If you fall into the group with customers that is great, but it still does not mean you are finished, in fact it could be the recipe for disaster.
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![GettyImages-1166191698]( "4 Ways B2B Sales Can Use AI and ChatGPT")
Business-to-business sales professionals are no strangers to innovation. The last decade has seen a shift to Zoom meetings, the rise of hyperscale data vendors, and modern RevOps. The days of smiling and dialing and wining and dining aren’t over, per se, but things are markedly different. Enter the next disruptor: artificial intelligence and ChatGPT in particular.
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![Young-business people-GettyImages-508582910]( "Characteristics Of A Customer Persona")
The biggest problem with most customer personas is that they are too vague, organizations are afraid to niche down because they think they are throwing away customers and money. It makes sense, they want to make as much money as they can so why not target everyone. But being vague and broad does not work.
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![Customer centric-GettyImages-1053339616]( "Customer-Centered Content Marketing - Part 2")
Customer-Centered Content Marketing - Part 2It is important to understand that potential buyers are on a journey to solve problems, not necessarily buy something. If you want to be considered as a solution provider, you must be a helpful participant in their problem-solving journey, the entire journey.
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![Customer-centric-GettyImages-1001534666]( "Customer-Centered Content Marketing Part 1")
Customer-Centered Content Marketing Part 1Here is the problem that many of us have. We define the B2B buyer’s journey in three stages: awareness, consideration, and decision. And we define awareness as when a buyer becomes aware of us and our solutions. We then develop content strategies focused on our own products and services which is what buyers seek in the late stages of their journey. We miss the opportunity to build trust with buyers when it is most critical. What we need is a content-marketing strategy that is aligned with the real buyer's journey.
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![High speed hi-tech-GettyImages-1414627330]( "The Real Buyer's Journey")
The Real Buyer's JourneyThe single force that has disrupted the way B2B solution providers market and sell is also the most critical to business success, buyers. As buyers discovered and embraced on-demand, digital content to help them solve problems, not make purchasing decisions, they pushed long-held B2B marketing traditions aside, rendering them obsolete.
THOUGHT FOR THE WEEK
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![Impossible Concept-GettyImages-1096393440]( "I Think There’s Still A Chance!")
What is the secret to optimism in sales?
BOOK RECOMMENDATIONS & REVIEWS
At the top of our list of valuable, must-read books for B2B leaders, marketers, and sales professionals is “Selling to the C-Suite” by Nicholas A.C. Read and Stephen J. Bistritz. Here’s why we recommend it.
Selling To The C-Suite, Not Your Typical Sales Formula Book
NEWSLETTER ARCHIVE
- 12.04.23 -- Thought for the Week - I think there's still a chance!
- 11.27.23 -- Thought for the Week - Practicing intentional ignorance to subdue information overload!
- 11.20.23 -- Thought for the Week - I have good news and bad news!
- 11.15.23 -- More On Customer-Centered Content Marketing
- 11.13.23 -- Thought for the Week - Be courageous!