Tag Archives: Buyer Intelligence

Are Your Go-To-Market Strategies Creating Negative Buyer Perceptions?

One of the most elusive buyer insights to attain is getting to know what your buyers think.  It can be so hard; businesses can tend to sweep it under the rug for next year’s list of initiatives.   This can be a foolhardy approach.   Without knowing it, your own marketing and sales tactics can affect how buyers think – in a negative way. Static versus Dynamic For marketing and sales executives, the grind of strategy development, tactical planning, and budget planning can be grueling.  Once completed, within the fiscal calendar used, it is a sigh of relief.  It can also cause…

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Tony
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4 Hurdles To Being Customer-Centric (4 Steps to Jump Over Them)

In commoditized markets, B2B organizations are under constant threat of watching their customer base evaporate into thin air.  Getting caught flat-footed as markets migrate to competitors offering newer products and services.  Suffering the consequences of not transitioning from a product-centric company to a customer-centric company. Is Customer-Centric Enough? B2B organizations continue to struggle in the shift from product-centricity to customer-centricity.  This is despite taking extraordinary steps to do so.  Heralding new programs designed to focus the company on their customers.  Implementing customer experience initiatives.  Beefing up customer service capabilities.  Creating new services to improve delivery and implementation.  Yet, today such…

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Tony
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How Well Do You Know Your Ideal Company Persona? (4 Ways You Can Know)

The concept of targeting companies has been around for a long time.  Opportunity pipelines usually consist of company names.  Sales automation typically has started out with creating a company account name.  Knowing which companies to target has been the lifeblood for B2B Sales for decades. This approach, however, is starting to become like trying to race across a quicksand lake.  B2B organizations find themselves sinking deep into a state of darkness with little knowledge about the companies being targeted.  There is a reason for this.  For years, we have done targeting quantitatively, categorically, and statistically.  One problem, these approaches give…

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Tony
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How Does B2B Market Segmentation Differ From B2B Buyer Personas?

This question has resurfaced over the past dozen or more years multiple times.  It still seems to confound B2B marketing and sales leaders.  A question I get asked often as well.  The differences between B2B market segmentation and B2B buyer personas are significant.  Misunderstanding the differences has also contributed to mislabeled buyer personas. B2B versus B2C As the world of business became more complex in the past 100 years, attempts to segment buyers and customers have become more sophisticated.  We have databases to mine, new ways of stratifying, and automation enabling us to target more effectively.  The value of segmentation…

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Tony
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4 Ways to Turn Deep Buyer Insights Into Strategy (Using the Buyer Insights2Strategy Model)

The hunt for new opportunities is reaching a feverish pitch these days.  The drums beat louder for hitting targets.  Balancing short-term quarterly pressures with long-term growth strategies is on the minds of many business leaders.  Seeking new opportunities is the lifeblood for enduring the ride ahead in the new digital age. Striving for Balance One of the bigger challenges for leaders in B2B Marketing and Sales is achieving short-term objectives while keeping their eye on long-term growth.  Revenue performance is pivotal.  So are long-term growth opportunities.  Pressure mounts quarterly for revenue gains, increase in market share, larger share of customer…

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Tony
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6 Zones of Buyer Insights to Help You Target the Right B2B Buyer (Using the Buyer Insight Map)

Getting to know what is on the minds of buyers today is a hard proposition.  Sometimes, without this knowledge, it is like navigating a minefield.  One misstep and all your efforts with potential buyers can blow up on you.  Leaving you wondering why. With the buyer-seller world flipped upside down, acquiring deep profound buyer insights is something marketing and sales leaders need to spend time on.  Today, getting profound buyer insight leads to competitive advantage.  Not just any competitive advantage – but – the sustainable kind. How To Acquire Over the past dozen years of buyer research and buyer persona…

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Tony
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7 Big Questions for B2B Marketers in 2013

The more change occurring  the more questions arise.  This year is no exception.  B2B Marketers are experiencing on evolving as well as new challenges as we start to hit stride in 2013.   What are the big future questions for B2B Marketers?  Let’s look at a few: How do we generate more leads and keep them? Survey after survey indicate B2B marketers have this issue top of mind.  Creating demand and filling up a pipeline is loaded with pressure-packed environments.  In my qualitative buyer research work, I see shifts in behavior on the part of buyers.  There are unique sets of…

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Tony
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