Insight You Can Use

UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Customer Journey

3 Ways CMOs Can Achieve Deeper Insights Into The Customer Journey

As CMOs look ahead, gaining greater clarity into how buying behaviors are changing is becoming one of their most important aims.  Never more pressing as digital channels expand and become more immersed in the conduct of commerce.  At the same time, the ability of marketing to influence and support the entire customer lifecycle continues to expand. Such pressing concerns have CMOs seeking better ways to understand the entire buying cycle, as opposed to marketing’s traditional concern with building awareness.  The idea of understanding the customer journey or buyer’s journey has come into vogue during the past couple of years.  Interestingly,…

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The Pursuit Of Goals Drive Buyer Decisions

Market behavior, in its most simplistic form, is about buying and selling.  As simplistic as it may appear, market behaviors are filled with complex goal-directed behaviors, activities, and choices that ultimately drive buying and selling.  Thus, the imperative for marketers today becomes getting a handle on how buyers do three related things: How do buyers select goals? How do buyers pursue goals? How do buyers make decisions relative to goals? What the C-Suite and their teams are realizing today is the insights needed about buyers and their decisions are lying somewhere in the deep recesses of the buyer’s mind.  Directly…

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Goal-Directed Decision Making Drives B2B Buying And Selling

Business-to-Business thrives on the simple basic principle of buying and selling. With all the hoopla over the past few years regarding digital technologies and social media, it is easy to lose sight of this most basic principle, which has existed for centuries.  The impact of digital and social technologies on the nature of buying and selling, however, cannot be understated.  They have changed how businesses interact and engage in the acts of buying and selling. One constant, research in the social sciences have proven, is the acts of buying and selling are by and large goal-directed activities and behaviors.  These…

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How Marketing Leaders Can Lead With Strategic Customer Narratives

Marketing leaders are in continual pursuit to understand customers and buyers. At the same time, they are now being looked at to bring understanding of customers to bear on almost all facets of business operations.  According to a recent IBM CEO Study, CMO’s are increasingly gaining the attention of CEO’s. Whereby marketing is seen as a major driver towards creating a customer-centric organization. Because the forces of change have been so rapid, marketing leaders are put in a position of being a juggler of new types of approaches, services, and technology. Whether they are creating new online capabilities, developing content marketing…

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The CMO Modern Marketing Guide To Buyer Personas And Buyer Insights Research (Part 2)

Part 2: The Modern Buyer The digital economy and the continued evolution of digital technologies have had a monumental impact on buyers and their behaviors.    At the turn of the 20th century to the 21st century, B2B buying behaviors still existed in a very structured manner.  Supplier and buyer roles were clear, reliance on information from suppliers still prominent, and decision-making hierarchal in nature.  Fast forward to today, the modern buyer is an empowered force in a new as well as flatter digital economy. Emerging New Attributes Of Modern Buyers Post financial crisis of 2008 -2009, we are beginning to…

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CMO 2014: Achieve CMO and CEO Alignment With Powerful Insights

2013 may turn out to be a watershed year.  According to PWC’s (Price, Waterhouse Cooper) annual survey of CEO’s, nearly 65% view building a customer-focused organization as one of their top priorities.  Along with this top priority comes a willingness to invest time and money into developing customer intimacy and expanding their customer bases.   What this means for CMO’s is the gaze of the CEO’s on the customer health of the business will be stronger than ever. Moving Beyond Lip Service For years, we have heard CEO’s in roundtables, presentations, interviews, and conferences espouse the need to get closer to…

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The State Of Buyer Personas 2014

Attempts to keep up with changing buying behaviors are very much like a car chase scene in an action packed movie.  Just as we are about to catch up with the buyer, new technology accelerates buyer progress.  Creating an ever present need to gain insight into newly forming behaviors on the part of buyers.  Otherwise, the chase ends. This year marks the twelfth year since the first buyer persona development methodology was created.  We have come very far yet we have far to go.  Understanding buyers in this new century is no easy climb.  One constant has remained during the…

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5 Recommendations For Leaving Out-Of-Date Buyer Persona Practices Behind

Companies today are facing challenges to grow yet must do so in new ways.  Finding optimal effectiveness and efficiency in reaching buyers can be elusive.  Confronted with higher expectations by buyers for quality services, better experiences and seamless integration into their business operations.  These factors have B2B organizations on the hunt for deeper understanding of their markets and buyers. Living In The Past Despite these challenges, organizations can operate as if they are living in the past.  This includes existing buyer persona development efforts B2B companies have engaged in.  Not realizing they may actually be putting themselves further behind in…

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6 Reasons Why Buyer Personas Are More Important Than Ever

Alan Cooper first introduced the concept of user personas in 1999 to help inform design strategy, of which I was privileged to witness first-hand.  This was important then since user-friendly digital products and services were lacking.  Challenges on how to make the web user-friendlier were a pressing problem back then as well.  In 2002, I began a focus on buyer personas to address the changes in buying behaviors beginning to occur.  The focus shifted to informing customer strategies, which best fit, the goals of buyers. The Question The question I get asked occasionally when helping people is this: after a…

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