Latest Survey Learning: 6 Marks of Business-Building Buyer Personas
If you’re old enough to remember when Al Gore invented the internet, it’s been interesting to watch the world of technology marketing become the world of marketing technology… But be careful what you wish for. We have taller and taller technology stacks that promise more ways of reaching more prospects than ever before, but our research with B2B marketing directors shows that many are feeling overwhelmed by the plethora of toys they now have.
Content Karma: Crappy Personas = Crappy Content
I was going through some old family photos the other day. Wonderful memories of days long ago that I am digitizing to ward off the ravages of time. But, in one sense, I was preserving the ravages of time. Unfortunately, the copy can never be better than the original. A poorly-shot blurry old snapshot will still be a bad picture even in 600 DPI digital form! So it is with personas and the content marketing that comes from them. Mark Schaefer noted the same thing in a recent post arguing that "customer personas may be an outdated marketing technique"... but his advice is not bother taking any photos!