Insight You Can Use

UNDERSTANDING BUYING BEHAVIOR IN THE NEW DIGITAL AGE

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Goals Are At The Heart Of Customer Experience And Engagement

When discussions have turned to the importance of customer experience today, it is easy to quickly think of customer experience (CX) as a touchpoint improvement phenomenon.  Garnering up images of consumers, as well as, B2B buyers happily skipping along a mythical journey to the end of a rainbow.  Coming upon particular resting points and encountering an experience designed to wow them! There is a problem with this thinking today. We have been fascinated with the concept of the customer journey or in B2B, the buyer’s journey.   On paper, it worked well.  There is a beginning, middle, and an end to…

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The Influence Of Buyer Goals On Content And The Search For Good Ideas

One of the most under-realized areas of understanding in marketing today has to do with the powerful influences of buyer goals and their goal-directed behaviors.  This is especially true in B2B marketing.  Most notably, in terms of understanding the impact of buyer goals on how buyers conduct informational searches, as well as, gather content and make choices based on the information acquired. The ongoing concern for many senior marketing executives is the lack of effectiveness in content marketing today.  Surveys in the past two to three years indicating marketers are struggling to break through even being thirty to forty percent “somewhat”…

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Why CMOs Should Not Focus Only On Content Marketing

Soon, two thousand plus marketing directors, managers, coordinators, and marketing specialists will descend on the content marketing Mecca event called Content Marketing World.  The largest content marketing oriented conference of its kind.  These teams flushed with CMO approval in hand to attend eighty plus available sessions in the hope it will result in improved effectiveness. Effectiveness.  This is the dilemma and conundrum facing many senior marketing executives on the role of content marketing.  While we have seen a rise in spending on content marketing, we have seen a correlating rise in conferences and services designed to improve effectiveness.  Despite this correlation,…

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How CMOs Can Achieve Better Marketing With Goal-Directed Buyer Personas

When it comes to buyer personas, the expression “if it were only that simple” certainly applies.  There has been an abundance of advice on how to create buyer personas – simply.  In the past two years alone, there have been numerous articles, postings, books, and templates on how to create buyer personas.  Many professed buyer persona experts each promising simple steps towards creating buyer personas. When I first launched the concept of buyer personas in 2001, the worry then was helping marketing and sales executives to understand what was behind the development of personas.  And, how to get past looking…

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Gaining The Attention Of Buyers In A Hyper-Connected World

As we have all experienced, our hyper-connected world is becoming more chaotic with more mediums vying for our attention.  Advanced digital technologies have meant more channels to hear, see, and search for information.   For many consumers as well as business buyers, the overwhelming availability of choices can create anxiety-laden confusion.   Causing a seemingly straightforward effort to turn into an exercise fraught with indecision. When we strip away the layers and boil down to the kernel, what most businesses are vying for is the attention of buyers.  Attention is, nowadays, a very precious jewel organizations strive to possess.  Gaining the attention…

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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 Secret To A Successful Career In Marketing

For many marketing professionals today, the world of marketing they entered just a few short years ago, or many years ago, most likely does not fit what they expected. On-the-job learning has become the norm.  Different industries and markets can take marketers down different career paths.  Depending on their experiences in consumer marketing or business marketing, marketers find themselves living in cultures with their own set of norms and lingo.  Jumping to a completely different industry or market then can become a scary thing to do. Role Definition Is Limitless If you never heard of marketing and you find yourself…

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3 CMO Signals For Sensing Shifts In Buyer Decision Behaviors

The calendar is usually full.  Exercise coming from jogging from one meeting to the next.  Engrossed in the daily demands for time and being in the moment of now.  The now being a crisis or a looming project deadline. The gnawing feeling of something being missed about customers and buyers never going away. The world of busyness can cause many of us to miss out on important signals about what lies ahead.  It is like driving whereby signals play a very important role in letting drivers know what is about to take place and the actions we need to take.…

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The 3 Types Of Buying Scenarios Every B2B CMO Must Know

The complexities of the evolving and robust global digital economy are introducing new sets of goals and problems for B2B organizations.  Long-tenured B2B companies are seeking ways to adapt and to remain sustainable.  While nimble and digital technology savvy firms are either grabbing larger chunks of market share at a faster rate or are creating new business models shaking the very foundation of established markets. It is no wonder, then, that CEOs are making understanding buyers and buying behaviors top priorities for many B2B organizations. The Deeper Understanding Needed In attempts to gain deeper understanding of buyers and their behaviors…

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The Role Of Emotions And Goals In B2B Buying Decisions

For most of the past few decades, leading up to the advent of the Internet and digital technologies in the 21st century, there has been an accepted paradigm regarding B2B buying decisions.   This paradigm consisted of an unquestioned notion that B2B buying decisions were disciplined, rigorous, process-based, and rational.   In essence, a prevailing belief B2B buying decisions were exclusively very rational and based on comparative options. This is truly not the case – anymore. What we are learning over the past decade, in which the thousands of buyer interviews I have completed appears to confirm, is emotions are very much…

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