Personas have been used for a number of years by B2B digital marketers to craft content that aligns with a visitor’s context. But we all know that personas are also so... 2015. The rise in personalization has revealed both the limits…
This past year, the demand for website personalization is at an all-time high. According to a 2019 Lytics white paper, two-thirds of customers want brands to adjust content based on their real-time context. Over 40% are annoyed if you don’t.…
Personalization: why do it? No, this isn’t a suggestion that you shouldn’t. It’s just important to think about why you are doing it in the first place. Personalization needs to benefit the customer experience and drive your business. In this…
The biggest mistake that many companies make in their B2B sales and marketing activities is the way they fragment or silo different touchpoints in the customer journey among disparate functional teams. And, worse, the way they make it difficult for…