Buyer Persona Blog

Buyer Trust

4 Paths To Building Buyer Trust Through Empathy And Humility

Buyer Trust Is Elusive For Most Marketing And Sales Teams Unless They Can Balance Empathy And Humility Marketing and sales traditionally believe that the path to building buyer trust is by providing answers. Answers to buyer problems and challenges.  In fact, each prime their channels with marketing content or sales guides at the ready with …

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20th Anniversary Of Buyer Persona

This year, in July, will mark the 20th Anniversary of the origins of the Buyer Persona concept. Hard to believe the concept has evolved into one of the fundamental means for understanding the modern buyer of today. The global pandemic has now increased the need to understand the changing goals and behaviors of users, consumers, …

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Future-Enabling Buyers Will Be Key In 2021 And Beyond

The new year is almost one-month-old.  In less than three weeks, the country has experienced a time like no other.  Where the degree of uncertainty about our future has intensified.  The chaos surrounding the vaccination rollouts and the political climate has altered the degree of hoped-for certainty.  Such a turn of events has an impact.  …

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B2B Buyer Content Fatigue Is A Very Real Thing And A Big Problem

The global COVID-19 pandemic has exacerbated the effect of fatigue on people from all walks of life.  We are feeling pandemic fatigue from vigilant following of guidelines.  Business professionals are burning out from Zoom meeting fatigue.  Our courageous frontline health care workers are nearing collapse from the fatigue of long intense hours.  Single mothers and …

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5 Buyer Insights To Factor Into 2021 Buyer Strategies

Compress. A word that has often been used in business.  Compressed files.  Compression thinking.  To compress and flatten organizational structures.  A myriad of uses meant to communicate reduction. It is an adequate word to use when thinking about important takeaways from 2020.  A year in which a decade’s worth of future buyer trends was compressed …

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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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Business Leaders: Do Not Ignore The Mental Health Crisis Related To The COVID-19 Pandemic

Empty office buildings dot the map of the United States.  Once bustling communities adjacent to business parks are quiet.  Restaurants and services that once served the lunch crowds from office complexes are limited to takeout or have closed their doors for good. Amidst all of this, many businesses are singing the praises of working from …

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Will Pre-Pandemic Buyer Assumptions Prevent Recovery And Rebound In 2021?

Over time, we can build assumptions about how things work.  How things are supposed to be.  Or we cement assumptions about what people think. Or how we expect people to behave.  Oftentimes, we can create an over-reliance on past data and experiences to shape our assumptions about the present and the future.  Due to the …

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The Intrepid Buyer

When I was a young boy, I was fascinated by the history of the Lewis and Clark Expedition that began in May of 1804.  An exploration to chart and explore the Louisiana Purchase Territory at the behest of President Thomas Jefferson.  Lewis and Clark spent the fall and winter of 1803-1804 in preparation. Requisitioning supplies …

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7 Reasons To Update Your Buyer Insights And Buyer Personas

We have all encountered an experience where we happenstance upon a picture.  Seeing an old picture in a new light.  Perhaps it is a picture of your children.  Or a photo of a relative in their later years and no longer with us.   A momentous occasion, such as a family vacation, captured in a photo …

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