Taking a single view of the buyer is myopic, Tony Zambito writes. B2B chief marketing officers using content marketing can get a wider view of their audience by using a seven-point checklist of considerations, which include staying focused on goal-based buying behavior, relying upon third-party, on-site research, and mapping out the Persona Buying Cycle to differentiate among the types and follow potential changes throughout the cycle, Zambito writes.

Full Story:
iMedia Connection

Related Summaries