Have you used mobile money − Apple Pay, Facebook Messenger or Google Wallet? I love the convenience of Apple Pay: now it’s easy to pay with an iPhone. Mobile money may be a shiny new object in the USA, but Kenyans started using it way back in 2007. In fact, Kenya leads the world in mobile […]
Speed Buyers’ Journeys with a Clear Content Marketing Path
How does the buyers’ journey look, seen through the eyes of buyers? On big-ticket, carefully considered B2B purchases, the buyer’s journey is often strewn with obstacles. To cultivate sales, content marketing must make the buyers’ path crystal-clear. Understand buyers’ needs, their worries, and their questions. Give them the exact information they need to move the […]
Content Marketing: What Buyers Really Want from Case Histories
Customers expect a lot from the case histories on your website. Do yours measure up? Here’s the good news: great case histories can win a spot on a buyers’ shortlist, or break a tie between finalists. In carefully considered purchases, buyers employ case histories to narrow the field of sellers as they construct a shortlist. […]