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B2B Growth

A daily podcast for B2B marketers. Co-hosted by a braintrust of people that would never use a word like braintrust. 3.5 million downloads, over 1,500 episodes...and more than half of them are good.
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Jan 28, 2020

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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