Are you marketing to fictional buyer personas or real people?
Data drives so much of B2B marketing today that, sometimes, we forget that marketing is about persuading humans, not just optimising messaging via machines.
Too often, we assume that B2B decision-making is a completely logical process when, in fact, decision-makers are human too. And human motivations are far more complex and much less rational than we make them out to be. So, what does this mean for B2B marketers?
1. Humanising data in research & strategy
2. Humanising data in content & targeting
3. Humanising data in measurement
Watch this episode of Living Room Conversations as we chat through these and more!
South China Morning Post