by Brent Keltner | Aug 27, 2023 | Uncategorized
“Intent data” is all the rage right now. But intent data can be misleading. To accurately surface buyer’s intent, focus first on self-solutioning content. A Google search on the benefits of intent data offers promises about finding “the heartbeat of modern marketing,”...
by Brent Keltner | Aug 24, 2023 | Uncategorized
“Our success in moving from a freemium offering to department selling to enterprise selling all came from getting really good at personalizing value for individual partners,” says Jeremy Dean, Vice President and a founding executive, at Hypothesis. Hypothesis offers...
by Brent Keltner | Aug 17, 2023 | Uncategorized
Content is king is a common refrain, but not all content is created equal. For your buyer and customer journey, content that personalizes value is all that matters! Sarah MacKinnon, in a recent article aptly titled a “A Content Tsunami,” shows 91% of companies...
by Brent Keltner | Jul 28, 2023 | Uncategorized
Content amplification. It’s a fancy way of saying let your buyer decide. It means put the same content in multiple places so your buyers can choose where and how they want to engage. The great majority of top of the funnel (TOFU) content used to be consumed through...
by Brent Keltner | Jul 20, 2023 | Uncategorized
It’s an old saw. Sales people get lots of training and coaching…and then they get promoted to sales manager and, suddenly, it stops. Why? We don’t assume sales people know everything they need to know the minute after they get hired. So, why do we assume that...
by Brent Keltner | Jul 11, 2023 | Uncategorized
Companies are investing ever greater amounts in personalizing the buyer and customer journey. Too many fail to recognize that personalization starts on your website. Gartner, McKinsey & Company, and Forrester have all done research showing companies proficient in...
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