The economy is running at full speed, the market is expanding internationally and companies dare to take more risks than before. A number of companies are not being held back by national borders and seek international success. What does it mean for you as marketer to develop and execute an international marketing strategy? Where should you start? What does your strategy need to look like to best serve different countries and cultures. […] Read more

In B2B the buzzword of 2017 is without a doubt account-based marketing. In the last couple of years, it was all about inbound marketing. Does this mean we are shifting from inbound to account-based marketing and bin those carefully built buyer personas? […] Read more

According to Adele Revella, author of the book Buyer Personas, marketing surveys have indicated that, within the next couple of years, at least 80 percent of all marketers will be using buyer personas to define their audiences and guide business strategies. Being a B2B marketing strategist myself, I am excited to speak to Adele. […] Read more

Imagine you are in one of the following three situations, what do you do?
You are in Europe and your colleagues from the US Head Quarters or Corporate have given you a buyer persona to work with; what to do? […] Read more

The customer should play a central role in every B2B marketing strategy. If your strategy is to be a success, then you must understand the buyer. A lot of B2B marketers are struggling with questions like: how and where does my buyer search for and consume information? What issues and trends does the buyer find important? […] Read more

There is a lot of hype at the moment in B2B around developing buyer personas. This is actually a good thing. We are increasingly aware that B2B marketing can only be successful when we know our buyer well, so that we can connect marketing activities to specific buyer/customer needs. […] Read more

More and more, B2B companies want more insight in their target buyers. A customer profile (buyer persona) is made before marketing plans are developed. So far so good. Building a buyer’s profile however might sound easy but it isn’t always as easy as it seems. A buyer persona is a fundamental step though. […] Read more

Each buyer is unique. However, we do not always have the opportunity and the resources to approach each buyer individually. So, we listen to the buyers and we try to find common denominators so we can tailor our marketing message. The crazy thing is that we have been marketing for years without a solid idea about our buyer, particularly in business-to-business. […] Read more