Even when you put great amounts of effort, time, money, and resources into developing a new product or service, a poorly-planned go-to-market strategy could cause your project to flop. Some of the biggest brands have even experienced go-to-market failures. Take Apple, for example. In the 1980s, decades before Steve Jobs launched the game-changing iPhone, he led one of Apple’s biggest flops: the Apple Lisa computer. Although Lisa had some of the best graphic technology of its time, only 10,000 units sold. Critics attribute the failure to Lisa’s misleading ads and high price, despite its low processing power. Overall, many say…

How to Create Content for Every Stage of the Buyer’s Journey

No one wakes up in the morning and decides, “I’m going to buy something today.” Instead, they go through a path to purchase that includes research and evaluation before committing to a sales call. That journey is called the buyer’s journey. Because consumers are more informed and more empowered than ever before, it’s important to deeply understand your buyer persona and the journey they make so you can create content that helps them along that path while positioning you as an authority in your space.  In this post, we’ll cover:  Understanding the Buyer’s Journey in Marketing What a Marketing Funnel…