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Strategy

Top 5 things to know about personas
13 April 2017 by Amanda Rufer - BBN USA

Top 5 things to know about personas

WHAT IS A PERSONA?
 
A user/design persona is a great way to represent the users who you are designing for. Eeva Ilama does a great job summarizing the role of a persona in her article Creating Personas on UX Booth:

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7 steps to plan a B2B content marketing strategy
10 April 2017 by Gopal Kishore - BBN Singapore

7 steps to plan a B2B content marketing strategy

It is essential to approach content marketing as a strategy rather than a tactic. If you have not started content marketing or are still testing the waters, these seven steps will help you plan your B2B content marketing strategy.

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If marketers are architects, how should they structure their own building?
17 February 2017 by Richard Parsons

If marketers are architects, how should they structure their own building?

Continued from my previous post

If marketers should be the equivalent of architects designing and building beautiful edifices founded on a series of platforms – the most important of which is creative – it follows that the way we structure our businesses should reflect this.

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Introducing B2B TV...
09 February 2017 by Richard Parsons

Introducing B2B TV...

Under the Influence is our first B2B TV show produced to get us all thinking about how we can make our industry more successful, engaging, creative and human. 

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Marketing = Science + gut feeling
06 February 2017 by Ben Verleysen - BBN Belgium

Marketing = Science + gut feeling

Computers and software are taking over many of our core tasks in marketing. Gut feeling can't be dictated to or coded, though. However important hard science and analyses might be, you need to mix them with a gentle dose of gut feeling to achieve successful campaigns.

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Instinct vs. Data
11 January 2017 by Rory Vieyra

Instinct vs. Data

Gut-feeling and empirical evidence are the two methods by which people make decisions. But which is better?

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