Backbone Media B2B Marketing Blog

A Conversation with Ardath Albee: The Power of Personas

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In this blog post interview, I speak with Ardath Albee, the CEO and B2B Marketing Strategist for Marketing Interactions. She has nearly 30 years of business management and marketing operations experience that she uses to create persona-driven content strategies, and she’s also a die-hard writer and storyteller. We will revisit her 2015 B2B marketing trends and predictions and […]

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3 Questions That Provide Insight Into B2B Customer Personas

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Would you walk into a sales meeting without knowing who was on the other side of the door? We’re guessing not. But year after year, that’s how many marketers do business: with outdated, superficial customer personas of the customers they’re trying to convert. Customer personas help you speak to your customer more strategically and get […]

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