03-23 Authentic Content

Authentic content is both critical to engaging potential customers and difficult to create. Your content needs to address issues your buyer persona care about and wnt to discuss; it cannot be written by a marketer. If you hire copywriters, you'll need to read their product yourself for authenticity. ... [Continue Reading]

Creating Authentic Content

The B2Bsales process is much more about discovery and research now than it was even five years ago (see these much cited survey results from Google and CEB, and my post about The Golden Rule of Buying Behavior) and, as such, spending less time pitching and more time providing your prospects with ... [Continue Reading]