Great articles roundup: Strategy, big data, content marketing, buyer personas and customer experience

Work with us

By Alexandra Reid

As a regular feature, we provide our readers with a roundup of the best articles we have read in the past week. On the podium this week are the Financial Post, Harvard Business Review, MarketingProfs, Business2Community, and Fast Company.

To effectively measure ROI, think strategically

SMBs face some unique challenges on the marketing front. Most lack the resources or budget to effectively promote their product or service. Even when they do set money aside to market, their initiatives tend to be short-lived. To ensure marketing dollars are spent wisely, decide on your objective, draft a concise plan outlining how it can be executed, who’s responsible for each step and what success will look like at each stage.

Marketers flunk the big data test

The big data explosion is driving a shift away from gut-based decision making. Marketing in particular is feeling the pressure to embrace new data-driven customer intelligence capabilities. No wonder a strong appetite for data is one of the most sought after qualities in new marketers. And yet, a recent CEB study of nearly 800 marketers at Fortune 1000 companies found the vast majority of marketers still rely too much on intuition – while the few who do use data aggressively for the most part do it badly.

Content marketing: Why telling trumps selling

Our culture no longer has patience for commercials. We fast-forward through them. We do anything we can to avoid them. We endure them only when we have to. That same mentality is taking place whenever a sales message is presented. We are slightly distrustful of what a company has to say about itself, whether the message reaches us through a traditional salesperson, traditional media, or even online media. MarketingProfs explains why a good story beats the traditional company-oriented approach to marketing any day.

Templates and guidelines for useful buyer personas

Just because you’ve met with internal stakeholders and can tick off buyer pain points – increasing operational efficiency, reducing costs and minimizing risks – doesn’t mean you know your buyer personas. Buyer personas are useful to B2B marketers when they convey specific insights gathered from first-hand conversations with recent buyers. You can easily learn how to engage in direct conversations with your buyers, and discover exactly what you need to do to persuade them to choose you. The result is a buyer persona that is unexpected, factually correct, and not available to your competitors.

Why the customer experience is the only thing that matters

The only source of competitive advantage is the one that can survive technology-fueled disruption: an obsession with customer experience. Will your business be one of those that profits in the age of the customer by mastering the business discipline of customer experience?

Leave a comment:

Join us

Events We're Attending:

  • image description
  • image description
  • image description
  • image description
  • image description
  • image description
  • image description