By Alexandra Reid
As a regular feature, we provide our readers with a roundup of some of the best articles we read in the past week. On the podium this week are Velocity, Forrester, TopRank, The Washington Post, and Econsultancy.
‘You had me at hello’ – How to nail personalized marketing in B2B
Say “persona” to a marketer and nine times out of 10 he or she will need to fight an involuntary eye-roll reflex. Author Ryan Skinner is on a one-man mission to turn personas into the sexiest topic you work with. He covers a few simple ways to apply personas so that people see your marketing and think “Damn. I wish I did that.”
Yes, brand matters in B2B marketing – especially for technology brands
Brand is extremely important for B2B for these reasons: because the buyer centre involves staff from many different departments; because of empowered users becoming technology buyers through BYOC programs; because of important purchasing criteria like compliance, sustainability, viability and ease of doing business. In his latest report, Forrester’s Peter O’Neill argues that any B2B marketing content must include and integrate with the company’s brand values.
17 lessons about content marketing for small business
As the title suggests, Lee Odden offers 17 lessons that will transform your small business into a content powerhouse.
Why simplicity should be at the heart of your small business marketing strategy
Many business owners believe that continuously sending consumers messages to remind them how great their products are is the best way to increase sales in today’s crowded marketplace. They are mistaken, says Patrick Spenner. Corporate Executive Board research shows that consumers are overwhelmed by the volume of messages coming at them from brands. This cognitive overload makes consumers overthink purchases, which actually increases their likelihood to waver on intent to purchase and damages brand loyalty. Spenner debunks the myths and explains what small business owners should do to drive growth and encourage brand loyalty.
Social is now integral to business strategy: report
No surprises here. A new report from Econsultancy and Adobe demonstrates that most companies now look at social media as a key part of their marketing and overall business strategies.
/// COMMENTS
One Comment »Chloe
November 28, 2012 11:23 amI think it’s really important for clients to know and almost anticipate your brand based on the persona you have.