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Start a Conversation with Your Prospects
More content marketers at B2B organizations are adopting marketing automation to gain greater insight into what most interests their prospective buyers. Researchers at SiriusDecisions have documented...
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The Chicken and Egg Dilemma of Buyer Personas and the Buyer Journey
Which comes first for content marketers—the buyer journey or the buyer persona? I’ve been thinking about this question ever since commenting on Adele Ravella’s blog post about how B2B buyer personas...
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Five Data Sources for Building Buyer Personas
Ask any B2B content marketer to name their biggest challenges, and continuing to produce meaningful, click-worthy content inevitably makes the list. Like beauty, meaning is in the eye of the beholder....
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Setting Up Buyer Cycle Scoring in Marketing Automation
Buyer cycle scoring is a way to determine where prospects are in the buying cycle. Unlike lead scoring, which primarily takes into account how much content prospects engage with, buyer lead scoring...
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