Buyer Perception

Five Intangible Buyer Behavior Trends To Monitor In 2021

Despite turning the calendar from 2020 to 2021, we find ourselves starting the new year in more turmoil.  A catastrophic COVID-19 pandemic that continues to increase in scope. The hope of the vaccines tempered as the rollout encounters delays. And the disturbing insurrection at our capitol causing national anxiety.  To ignore these in a business …

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Building Buyer Confidence More Important Due To COVID-19

In sports, confidence is often mentioned as one of the key ingredients to winning.  I saw this firsthand with my daughter and her competitive experience in gymnastics.  She attended the same gym as Amy Chow, the U.S. Olympic Gold and Silver Medal winner in the 1996 Olympics.  And a team member of the 2000 Olympics.  …

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How B2B Leaders Can Navigate 2021 Uncertainties With Buyer Insight

One of the most fascinating figures in American business history was that of Lee Iacocca.  Iacocca, who died at the age of 94 in 2019, was a visionary leader who was the only executive in modern times to lead two of the Big Three American automakers.  Ford and Chrysler.  At Ford, he was best known …

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The New B2B Buyer And The Collaborative Economy

In the post-WW II decades through the 1990’s – and for many into the 2000’s, the business and world economy was focused on the mass “push-down” economic model. In simplistic terms, B2B was predicated on mass production and how many mass-produced products can be sold through marketing, sales, and distribution. Fortunes rose or fell based on whether B2B …

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7 Big Questions For B2B Marketing Leaders in 2015

Another year and more questions facing B2B Marketing Leaders. We are faced with a rapidly changing digital economy and evolving buyer behaviors. Challenging the best plans and intentions drawn up for 2015.  Each year begets a new set of questions, which confront B2B organizations and B2B Marketing Leaders. Let us take a look at 7 …

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Radical Openness And Transparency: A Mandate For B2B Organizations

November 2014 marked the twenty-fifth (25th) anniversary of the fall of the Berlin Wall. The tearing down of the barrier separating West Germany from East Germany remains as one of the world’s most momentous events.   The fall of the Berlin Wall continues to send out tremors touching many parts of the globe. What many in the …

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The Importance of Understanding Context Before Jumping To Solutions

We cannot wait to offer solutions. We have the thirty-second elevator pitch, content marketing, presentations, lead generation, demand generation, sales training, and sales enablement. All designed to be proficient at offering solutions. Some companies can reach a fervent pitch with their marketing and sales in seeking to tell people or companies they have the solution. …

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Humanize Your Brand With Buyer Personas

You cannot fake it. You should not even try. What am I talking about? We have plenty of efforts these days focused on humanizing in B2B Marketing.  Which I believe is most definitely a good thing.  However, we also have more savvy and knowledgeable customers and buyers in the digital age.   And, one thing I …

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5 Ways GE Put Human Experience At The Center Of B2B Marketing

Over the course of the past few decades, B2B marketing has been perfecting the art of showcasing products or services.  In the pre-Internet days, the focus was on the shiniest and brightest glossy brochure to make products or services look unbeatable.  B2B companies resorted to showrooms and customer demonstration facilities.  All in the hopes of …

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Modern Marketing Is About Human Connection – Not Robots

This year, more than any in a long time, I am hearing a strong backlash to the volumes of emails and content buyers are receiving.  In the past eight months, after conducting numerous buyer interviews, this pattern has become so evident; it is as if buyers are screaming at the top of their lungs.    In …

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