Tag Archives: Decision making

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…

READ MORE
Tony
Article by

Listening And Empathy: Making Your Marketing More Human-Centered

One of the most pressing questions facing organizations today is this one: How do we connect with the outside world of customers and buyers today? It is not an easy question to answer. Recently, we have had several studies, including those by Forrester and the Content Marketing Institute, which suggests companies have been struggling to connect with their customers and buyers. Finding many organizations and marketers believe their content marketing and B2B marketing efforts are only effective well below forty-percent of the time. The sobering news is the needle of effectiveness has not moved very much in the last few…

READ MORE
Tony
Article by

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…

READ MORE
Tony
Article by

Use Persona-Based Buying Scenarios To Improve Buyer Predictability

One of the must have competencies in the future of B2B is buyer predictability.  Without it, there will be an inability to anticipate how to help buyers and customers.  Creating the undesirable position of being old news. Scenario Planning Scenario planning, as a strategic tool, has been around for a while.  It is used in several contexts.  You will see its use in military, economic, and business environments.  The use of scenarios in buyer persona and insight development is an important component.  During the past dozens years, best-in-class organizations, from Fortune 500 to mid-size companies, have made use of persona-based…

READ MORE
Tony
Article by

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…

READ MORE
Tony
Article by