Good Persona vs. Bad Persona
The overwhelming majority of people working on any given b2b marketing campaign have never seen, met or spoken to a customer, and certainly not a prospect. They work from reports…
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Customer relationships: Three lessons, Two Words and One Silver Bullet.
I’m a student of customer relationships and I’ve learned three important things. First, I’ve learned that the foundation of any long-lasting customer relationship comes down to two words: trust and…
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Content is in the Eye of the Beholder
We cram a lot of hopes and expectations into content marketing—that prospects will have a preference for our brand and use our content as stepping stones in their consideration journey.…
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