A huge piece of the inbound marketing puzzle is the buyer persona. Inbound is all about delivering the right type of content to the right people at the right time—but according to the  Information Technology Services Marketing Association (ITSMA), only 44% of B2B marketers use buyer personas.

We no longer have to rely on sending one message to one giant group of people and hoping our target audience sees it. We now have the power to personalize the content we create and decide when, where, and who to show it to.

Gaining insights about consumers when it comes to B2B marketing can prove to be quite difficult—but the effort will pay off more and more as you begin to fully understand your buyers.

Boston has been good to us this week. The people, energy, lessons, and inspiration at INBOUND 2018 have been nothing short of amazing.

We’ve learned more about content, data, segmentation, growth models, and KPIs than we possibly could have imagined. It’s been exhilarating—and exhausting—and there’s more to come in the weeks ahead about what we learned.

But for now, one presentation from HubSpot co-founder Dharmesh Shah unveiling The Customer Code stands out and, in my opinion, should change the way many of us think about our businesses.

A few months ago, I was up to my eyeballs in a demanding project for a historic retailer. I was pouring myself into it, staying up late, bringing my kids to after-hours meetings, racing to meet weekly deadlines—and honestly, I figured I was failing.