Category Archives for Blog

How Useful are Personas For Complex Sales?

There is a debate in some B2B circles about the value of personas. So, are they useful in complex sales?

It depends.

(And I apologize for giving the ultimate consulting firm answer here)

Problems with Personas in B2B Complex Sales

11 Content Marketing Idea Slideshow

Great content is a fundamental part of any B2B marketing plan. Creating content is a make-or-break component, but it’s not the whole story. Getting that content in front of your target audience is as essential. Many marketers fall short on …

How To Create a Buyer Journey – Slideshare

Buyer Journeys are the foundation of a customer-centric approach to marketing. They are hard to do well.

We have seen many companies struggle to get beyond personas. Others create buyer journeys that follow the complete buying cycle, but they lack …

13 ABM Articles – Our Greatest Hits

Over that last year or so we have published a ton of articles on ABM we hope you find helpful. We have categorized them by topic as a kinda “Greatest Hits” digest.

ABM Strategy and Concepts

1. The Craft of

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