I’ve been in the marketing and sales world for nearly 25 years, and have worked with hundreds of marketers. No matter their backgrounds (e.g., enterprise vs. startup, B2B vs. B2C, etc.), marketers most often ask me, “Why isn’t my demand generation more effective?” In my experience, the simple answer is “focus on your buyer.” In fact, most marketers will eventually admit:
- They don’t know their buyer well enough.
- They don’t understand the buying process well enough.
- They don’t have a content framework for communicating with the buyer.
But here’s the thing: Most of the companies I interact with know they need to improve in these areas. What they don’t know is how to do it. Continue Reading
