What does your ideal customer look like? This question prompts the creation of marketing personas, and the answers vary widely. In today’s hyper-connected world, people expect tailored, personalized experiences in their advertising, whether they realize it or not. For most B2B content creation, personas guide marketers in developing tailored pieces that resonate profoundly with a

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Digital Personalization Trends for This Year

By Mark Schmukler on November 30, 2022

digital-marketing-trends

80% of customers said they were more likely to buy from companies that offered personalized marketing experiences, and the same study supports that 90% of customers found personalized marketing appealing.1 Do these stats place your brand behind the eight ball or ahead of the game? Today’s saturated marketplace shouldn’t discourage companies from making meaningful impressions

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Personas Are Great (Except When They Suck)

By Michael Brenner on February 23, 2022

If you’ve worked in User Experience, Software Design, Product Engineering or Marketing, you may have heard the term “Persona.” Whatever professional context you have for this term, it means relatively the same thing: to design something for a specific user in mind instead of general groups of people. In marketing, personas are used to target

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Using Buyer Intent to Drive Your Marketing Strategy

By Michael Brenner on January 25, 2022

Individual users and businesses are becoming increasingly dependent on the internet as a research portal. This has led to changes in the way brands market their products and services. If you’re familiar with the B2B buyer’s journey, then your business may benefit further from understanding the age-old but somehow underutilized concept of buyer intent. With

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Blue smoke to represent building your personal brand

We’ve been writing a lot about how employee engagement is the future of content marketing. And many of our current clients are tapping into our experience in building marketing programs that scale using personal brands with true authenticity. So we are re-posting one of our most popular articles ever on the power of building your

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handshake showing a happy b2b buyers intent

As a marketer, creating and publishing the right content in the proper context is essential. Many marketers can waste precious time, energy, and resources producing the wrong content for the wrong audiences. That’s why we consider buyer intent to help our clients hone into their target audience to understand their needs better and give them

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