The value of buyer personas is only as good as the messaging, content, and sales engagement that they spawn. Gaining full value from your personas, assuming they are well developed and actionable to begin with, requires a well-organized approach to create and execute on persona-based content strategy and campaigns.
Brain science tells us that most audiences forget almost everything they hear. The great challenge for memorable marketing, according to cognitive neuroscientist Carmen Simon, is to control which 10% of your content is remembered. Three guidelines are especially important: clarify your message, use your words carefully to trigger the right emotional reaction, and stop talking enough to let your audience make their own connections.
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.
ITSMA’s annual Marketing Leadership Forum provides a great opportunity for senior marketing executives to share ideas about the incredible changes washing over the B2B technology and services marketing landscape. Last month’s Forum in Napa, CA, was certainly no exception. Here are my key takeaways…
Deloitte has long been a leader in developing and promoting thought leadership. Competing for clients at the highest levels of consulting and professional services, firm leadership has remained committed to significant investment in thought leadership for more than 20 years.