Well-crafted buyer personas help marketers create more impactful messaging and drive deeper engagement with clients and prospects. But many marketers short-cut the development process and make due with role-based profiles, not research-based personas that reflect real insight into the solution buying process.
ITSMA’s recent How Buyers Consume Information study revealed some good news: Buyers want our content! But the bar is quite high. According to the study, a new Four P’s are emerging to guide content marketing that truly connects: Personalized, Proactive, Peer Influenced, and Proven.