B2B Growth is a daily podcast dedicated to helping B2B marketing leaders achieve explosive growth. Each episode features an interview with a B2B marketing executive or thought leader, discussing topics like B2B marketing strategy, account-based marketing (ABM), content marketing, marketing technology (MarTech), B2B strategic partnerships, aligning marketing with sales, social media, content creation and promotion, leadership, buyer personas, agile marketing, and more.
The B2B buying landscape has changed and today’s buyer is wanting a more personalized, relevant and overall human experience. Unfortunately, many B2B brands are still just creating content without a deep understanding of what makes their buyers tick.
In this #H2H segment, Carlos Hidalgo speaks with Ardath Albee who is one of the leading experts in how to humanize B2B content and gets brands closer to the human side of their buyers.
This interview dives into the creation and changes of personas across a customer lifecycle, why brands are struggling and what they can do to get out of the brand focused content cycle and be more human in their approach.
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