buyer persona

There’s a Word for Doing Something Just to Please Yourself…And It’s Not “Customer-Centric”

Content Marketing Must Be Customer-Centric, Not Company-Centric You know what I just love? Reading content by a business about their business. In my time as a marketer, I’ve learned that most of the world’s best writing comes when the writer completely disregards the audience’s needs. If I can read an entire history of a company …

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B2B Marketing: What’s Easy Isn’t Necessarily What’s Right

Is Your Marketing Making Life Easier for You or Your Prospects? There’s a saying that doing the easy thing is not the same as doing the right thing. It’s definitely true for B2B marketers—what’s easy for us to produce might not be what is right for our audience to consume. But we like easy; as children, …

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Content Your Audience Wants But Isn’t Getting

Is Your Content Passive or Interactive? It’s no longer enough for content to be good. (Heck, maybe it never was.) It’s not even enough for content to be timely, personalized, well-distributed, or repurposed. What’s also important is that your content is interactive—or at least, some of your content is interactive. In fact, a Customer Think …

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B2B Email: Only As Good As the Inbox It Lands In

Simple Tips for Email Deliverability You’ve done the unthinkable: you’ve crafted the perfect marketing email. A stunning design, perfect CTA, and breathtakingly relevant content. And guess what? None of it matters if it doesn’t land in an inbox. Email deliverability is one of the most important things to keep in mind as you engage with …

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