Insight You Can Use

UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

Digital Economy

Goal-Directed Marketing: How Marketers Can Help Buyers Achieve Their Goals

Many CMOs today are faced with a dilemma.  As digital interactions and media become more intertwined into everyday life, marketers need to respond.  Respond with content and media that fits into the new world of digital commerce.  Yet, as CMOs invest and allocate more to content and digital media, the returns are not occurring as hoped. Various studies have shown buyers continue to find as much as 60-to-75% of content to be non-relevant.  In one study, SiriusDecisions found 60-to-70% of B2B content produced goes unused.  Basically, results like these indicate content and digital media is having a problem with trust.…

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Looking At The World Through The Eyes Of Your Buyers

One of my favorite visits as a young person was to the House Of Mirrors at the amusement park.  It fascinated me how the mirrors distorted the way we looked and how they reshaped our faces.  Having fun with facial and body gestures to make myself look even more different. Companies today, if not intent on understanding their buyers, can fall victim to their own House Of Mirrors.  Having a very distorted view of buyers than that of reality.  The buyer becoming a reshaped reflection of the way people internally view and think about customers. Corporate-Referential View Of Buyers Corporations…

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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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Why CMOs Need To Embrace Goal-Directed Customer Engagement

One of the recurring themes over the past three years is the yin and yang of attempts to engage customers and buyers through digital and content marketing.  The statistics on surveys from Forrester, McKinsey, IBM, Sirius Decisions, and others have all been surprisingly constant. Reflecting the fact of sixty-five to seventy percent of content goes unread or is found irrelevant.  Yet, in other surveys, consistently, more than eighty-five percent of marketers proclaim implementing digital and content marketing, as well as, marketing automation. It does not take too much thinking or observation to see something is amiss here.  Organizations, including B2B,…

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The Missing Link Between Business, Marketing, And Customer Strategy: Buyer Personas

One significant change in the past few years is the top of mind presence of the customer on the part of CEOs. The mandate of “getting closer to the customer” has never been stronger. Various surveys point to CEOs linking business growth to increasing customer engagement efforts, growing their customer base, and improving customer retention. With existing customers and prospective buyers metamorphosing into more digitally inclined buyers, organizations are faced with uncertainty about who represents their buyers. Causing CEOs and the C-Suite to ponder how they should align their overall business strategies with customer strategies.   Linking business growth strategies to…

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Stop Business Speak And Simplify Insights To Achieve Customer Centricity

Many executives today are struggling in two areas.  One is in formulating strategies designed to help their organization stand out in a crowded field.  The second is in creating an enterprise adept with deep customer insights and understanding, which translates into obsessed customer focus.  When struggling in these two areas, executives and their organizations can find themselves in a turbulent whirlpool dragging them and their customers into further states of confusion. Wrapped In A State Of Business Speak Depending on the circumstances and the people involved, you sometimes wonder if people are wired with a switch in their brains to…

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Digital Buyer Personas: Why Prosumer and Produser Behaviors May Be The Most Important Yet To B2B Marketing

The digital economy continues to expand and reach into every corner of the globe. Digital technology advances have shrunken the world and made it possible for businesses to connect and collaborate on a scale like never before. These advances have altered buying behaviors drastically where conventional thinking about the B2B buyer can no longer be relied upon. Whereby continued outdated focus on the B2B buyer may put an organization at peril. Buying Behaviors Reshaped For some time now, we have had predictions of forthcoming changes in how people will adopt entirely new buying behaviors. Alvin Toffler, the famed futurist, who first…

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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 very pressing questions: Do we really know our buyers and customers? A few decades ago, the famed management guru Peter Drucker stated one of the most important question a business has to answer is: Who is our customer? For CMO’s and marketing leaders, this remains…

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State Of Buyer Personas 2015 (Survey Results)

It is now nearly fourteen years since the first-ever buyer persona development methodology was first created specifically for sales and marketing. For trivia and history buffs, Harcourt Education in 2002, a division of Reed Elsevier at the time, was the first organization to ever use research-based buyer personas for marketing and sales. How far we have come and how far we have still to go. Incorporating Survey Data For the first time in this annual reflection of the State of Buyer Personas, this commentary will incorporate responses from a survey conducted this past October through December. The survey consisted of…

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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 world assumed would be a smoothed unification of West and East Germany has not occurred. For example, the former East Germany continues to suffer from rampant high unemployment, less educational opportunities, and poorer healthcare systems. In the same twenty-five years, we have seen the advent…

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