As B2B marketers turn up the crank on thought leadership content, the battle for customer mindshare gets ever more challenging. With quality content now being table stakes, IBM’s Institute for Business Value takes a more comprehensive approach, investing as much in activation and field enablement to bring thought leadership to life with the clients and prospects that matter most.
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.
In 2013 SITA leadership realized that company’s ambitious three-year business plan and 2020 vision called for a significant step up in sales capability to drive growth. Although the company had been achieving sales objectives and retaining most of its contracts, they were facing a challenge winning the level of new business required.