The Point

Archive for the ‘Marketing research’ Category


The Emotions that Drive B2B Purchases

emotions in b2b buying


You’ve heard from me before on the need to push your readers’ hot buttons. I got into all kinds of writing strategies in Conversion Copywriting: Strategies to Create a Customer Comfort Zone. In case you missed it, here’s my presentation:


Today, we’ll get more insights from Ardath Albee on the subject.

Ardath is a B2B Marketing Strategist and author of Digital Relevance: Developing Content and Strategies That Drive Results.

In this guest post written for Kapost’s Marketeer blog, Ardath examines how B2B decisions are made and to what extent emotions enter the picture.

Her article begins…

When considering the differences between B2B and B2C marketing, it’s often said that a B2C purchase decision is more emotional, while a B2B purchase decision is logical.

I disagree. 

If you look into the behind-the-scenes processes throughout the continuum of the buying process, you’ll find a lot of emotion underlying the logic in B2B purchase decisions.

The most obvious reason why this is true is that B2B buyers are people. They’re just people spending their company’s money—rather than their own—to achieve a business goal. Spending company funds comes with a lot of expectations and pressure. Depending on the nature and size of the purchase, the decision a B2B buyer makes could affect a whole lot of people, and even the company’s sustainability or growth potential.

Read the full article at:


Content Marketing Roles: A Guide to Building Your Team

Content Marketing rolesHelp wanted? Let me help you with that.

Sooooo… You know you need to keep nailing your content marketing to increase traffic, leads and sales. And (I hope) you also know success in content marketing is enjoyed only by companies committed to hiring the best talent.

Content development director Michele Linn of Content Marketing Institute recently wrote:

Each year we track the challenges marketers are having with content marketing in our research. This year, one challenge was far more pronounced than it has been: finding trained content marketing professionals. 

Unsurprisingly, I’ve found in addition to a huge demand for hiring talented content marketers, companies are craving advice for how to go about it. As a content marketer and writer (who’s often hired to help market various types of marketing solutions), I’ve also found myself tackling these “help wanted” challenges a lot lately.

I encourage you to gather and read these resources, however, I’m going to roll much of the material up and into this post to help accomplish this mission. (more…)


I Got a New Phone

new phone

I’m so excited. I got a new phone. No, not one of those pocket sized computers you use to make retro photos or 6-second videos. I’m talking about a desktop phone. You’d need some seriously big pockets to carry this one around.

It has two lines. A blue display lights up to show me who’s calling. I can tell it to memorize the phone numbers of my friends. It has a handset, but I don’t have to use it because it also has a speaker.

I have lots of ideas for how I’m going to use my phone.

This thing’s awesome. Check out these ideas I have for putting it to use. (more…)


Research Reveals Digital Marketers are Sleep Deprived & Unconfident

digital marketers

76% of marketers say marketing has changed more in the past two years than the past 50 years prior.

They say they’re confused, lost, unsure, ineffective or some variation there of.

When reading the research, from Adobe—which is colored by a large chunks of editorial—one might gather marketers don’t know what they’re doing. If that’s not fair, you could conclude marketers know what they’re doing, but don’t know if they should be doing it.

Seriously. That’s what I got. Read it and share your take.

Whatever your take, numbers are numbers. Here are the first few:

  • 48% of digital marketers feel highly proficient.
  • Just 40% think their marketing is effective.
  • How many strongly state their digital marketing is working? 9%.

Care to hand over your budget to these people?

Marketers can’t count sheep.

Proceed with caution. Here are more bone-chilling stats.



Most Marketing is a Bunch of BS


I know actionable marketing expert Heidi Cohen a little and like her a lot. She gets this online marketing stuff big time. I read her blog every day. She’s all about delivering advice. In fact, with almost every post she gives readers what she calls “actionable marketing tips” and signs off with “Happy Marketing.” Pretty upbeat stuff.

Heidi came out swinging with this one.

Your Prospects Think Marketing is BS” was the title of her November 13 article. I dug it. Beside using the term “BS,” Heidi talked about “pissing prospects off.” Watch out.



Famous Scientist Reveals Why Many Marketers Suffer Insanity

marketing activities and insanity

This is an old joke, but a profound one…

Guy goes to see his doctor. He says, “Doc, it hurts when I do this. What should I do?” Doctor says, “Stop doing it.”

And then there’s that axiom from the famous physicist Albert Einstein, who said…

 The definition of insanity is doing the same thing over and over and expecting different results.

Are you insane?

Forgive me for probing into your mental health uninvited, but it feels like my question needs to be asked. I’m going somewhere with this, which is based on a chunk of data I’ve come across in a number of articles this month citing the research findings from “Constant Contact Small Business Pulse.”