What to Do When Your Buyers’ Journey Isn’t Linear (Hint: It Never Is)
Wouldn’t it be great if your prospects actually followed your neatly designed sales funnel or smartly outlined path to purchase? But...
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What to Do When Your Buyers’ Journey Isn’t Linear (Hint: It Never Is)
Wouldn’t it be great if your prospects actually followed your neatly designed sales funnel or smartly outlined path to purchase? But...
5 Questions to Ask Your Customer Support Team to Help Build Buyer Personas
One approach I’ve used successfully is to ask the customer support team for help. Their daily interactions — and direct contact with...
5 Questions to Ask Your Customer Support Team to Help Build Buyer Personas
One approach I’ve used successfully is to ask the customer support team for help. Their daily interactions — and direct contact with...
New Way to Build Personas Over Time
SPONSORED BY CENTERLINE Centerline’s chief strategy officer John Lane is on a mission to change the way that we think about our personas....
New Way to Build Personas Over Time
SPONSORED BY CENTERLINE Centerline’s chief strategy officer John Lane is on a mission to change the way that we think about our personas....
2 Funnels Are Necessary for Content Marketing
At the initial meeting with a new client, I ask a simple question: What is the goal for your content marketing efforts? By far the most...
2 Funnels Are Necessary for Content Marketing
At the initial meeting with a new client, I ask a simple question: What is the goal for your content marketing efforts? By far the most...
Understand How Content is Influencing Buyers: A Primer on Attribution Models
“Whoever owns your attribution model owns your budget” – Lars Hirsch, principal product manager, sponsored products, Amazon In marketing,...
Understand How Content is Influencing Buyers: A Primer on Attribution Models
“Whoever owns your attribution model owns your budget” – Lars Hirsch, principal product manager, sponsored products, Amazon In marketing,...
Social Media: Is Your Content All Rhetoric?
In social media, the audience pulls the strings. Most of the time, our social media activities are designed to encourage the audience to...
Social Media: Is Your Content All Rhetoric?
In social media, the audience pulls the strings. Most of the time, our social media activities are designed to encourage the audience to...
12 Ways You Screw Up Your Content Marketing
In the most recent CMI B2B research, 89% of respondents say they use content marketing. Yet, just 5% of respondents rated their content...
12 Ways You Screw Up Your Content Marketing
In the most recent CMI B2B research, 89% of respondents say they use content marketing. Yet, just 5% of respondents rated their content...
Why – and How – to Map Out Your Customers’ Journeys [Template]
In one of the most useful workshops I’ve attended, we created a customer-journey map for content planning. Before doing this exercise, I...
Why – and How – to Map Out Your Customers’ Journeys [Template]
In one of the most useful workshops I’ve attended, we created a customer-journey map for content planning. Before doing this exercise, I...
3 Tips to More Accurately Measure Your Content Effort
Many people jump into content marketing because they were inspired by all the success stories and case studies they read. You know what...
3 Tips to More Accurately Measure Your Content Effort
Many people jump into content marketing because they were inspired by all the success stories and case studies they read. You know what...
3 Customer Research Tactics to Help Content Creation
As a marketer, you likely have a comprehensive marketing stack at your disposal — tools to help create compelling content, promote it,...
3 Customer Research Tactics to Help Content Creation
As a marketer, you likely have a comprehensive marketing stack at your disposal — tools to help create compelling content, promote it,...
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