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Five Elements of a Strong Buyer Persona

Five Elements of a Strong Buyer Persona

Despite the continued rise in content marketing, it’s surprising to discover how many B2B marketers don’t use buyer personas to guide their activities. This is a missed opportunity! Understanding your prospective customers’ wants, needs and goals is critical to creating an effective content marketing strategy. This knowledge should form the strong foundation on which all…
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The B2B buyer—look beyond the person who signs the cheques

The B2B buyer—look beyond the person who signs the cheques

Most B2B-focused companies have embraced content marketing as a way to guide buyers through their purchasing journey. It’s easy to see why—content marketing generates impressive results. But, when it comes to correctly identifying the audience for content marketing pieces, many marketers make a critical error. The basic idea behind content marketing is to provide a…
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Don’t forget psychographics

Don’t forget psychographics

When marketers talk about understanding the target audience, most think about demographics. Yet in today’s competitive world, marketers require a much deeper, richer understanding of their target audience in order to reach and influence these individuals. Enter psychographics. While demographics explain who your buyer is, psychographics explain why they buy. Demographics focus on dry facts…
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Lowering risk is key to B2B branding

Lowering risk is key to B2B branding

I’ve read my share of books on branding—and, when it comes to B2B branding, most miss the mark. There are some great books out there that offer good general rules on building a brand. Elements like maintaining brand focus, remaining consistent and driving differentiation all matter, regardless of context. But when it comes to great…
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A five-step plan to create stellar thought leadership

A five-step plan to create stellar thought leadership

With the rise of content marketing, thought leadership has become increasingly popular, especially in technology and consulting. Thought leadership pieces provide a great way to demonstrate your knowledge while providing added value to clients and customers. But, despite the benefits that great thought leadership can provide, many go about creating thought leadership pieces all wrong….
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The value of thought leadership in driving business growth

The value of thought leadership in driving business growth

When it comes to driving business growth, communications often play an essential role. From informative outreach to potential customers to ongoing insights to ensure current customers feel valued, communications can make the difference between a single project or purchase and the establishment of a long-term customer relationship. While most organizations have a wealth of shareable…
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Better engagement, better results

Better engagement, better results

5 ways to improve project-based communications In today’s business environment, companies are under a significant amount of pressure – to expand and grow, improve operational efficiencies, and better meet the needs of consumers. Change initiatives are becoming ubiquitous as organizations look for ways to harness new technologies and business models in order to remain relevant…
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Get ahead of the competition with key triggers

Get ahead of the competition with key triggers

We’ve all heard the statistics: anywhere between 60-80% of the B2B buying process is complete before the Sales team has become aware of a prospect. The customer has taken charge of the buying process, and the Sales team is missing out on valuable opportunities to influence prospects. But this doesn’t mean that outbound sales and…
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Co-marketing for Success

Co-marketing for Success

These days, it’s possible to achieve nearly any marketing goal—if you have an unlimited budget. For those of us working within tighter constraints, the challenge is achieving measurable results while limiting spend. That’s why Return on Marketing Investment is the single most important metric I track, and the area that I’m always looking to improve…
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How to Create a Strong Positioning Strategy for a B2B Brand

How to Create a Strong Positioning Strategy for a B2B Brand

In my line of work, I’m often asked: what’s the key to building a strong brand? Branding is critical, especially in today’s cluttered marketplace where it can be difficult to get a marketing message to break through. Because of the challenges, too often I see companies skip the hard work of branding and instead move…
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