Tag Archives: Fortune 500

Facts vs. Insights: How To Know You Have Truly Profound Customer Insights

The edge.  When you have it, it is powerful.  It is what many B2B organizations are seeking today.  What is sought is an edge over competitors, which translates into more wins.  How to get the edge is what perplexes many marketing and sales leaders today in B2B organizations. Gaining an edge usually involves uncovering a level of customer insights, which are so profound; it endears you to customers like no other competitor can.  The question many ask when helping marketing leaders recently is – how do we know we truly have profound insights? The Difference From Facts Matters Where many…

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Tony
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D.I.V.E. Deeper: Getting The Most Out Of Your Buyer Personas

To get the most out of anything worthwhile takes persistence, perseverance, hard work, intuitiveness, and grit.  It is advice we offer to our friends, family, and children.  Often in helpful conversations with marketing and sales leaders, I usually am posed the question of how to get the most out of buyer personas. A common theme is many have invested in buyer personas but are not reaping perceived benefits.  It is a perplexing dilemma for executives who have sponsored such efforts.  Much of the disappointment comes from not attaining new revelations about buyers or as one executive put it to me…

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Tony
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6 Steps To Make Persona-Based Marketing Operational

At one time, we may have been asked to go on a blind date.  Blind dates can be frightening and a cause for much anxiety.  We attempt to picture in our minds what our blind date may look like.  And, we attempt to ask the matchmaker all we can about this person.  We guess and fret on what to wear, what to say, and how to interact with our blind date. For many in B2B organizations, it can feel like a never-ending series of blind dates with customers and prospects alike.  In today’s evolving digital environments, B2B marketers are challenged…

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Tony
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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…

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Tony
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