Tag Archives: Human behavior

To The Modern Buyer, The Human Experience Is Everything

Creating satisfying interaction experiences for buyers today is proving to be more complex than most organizations had guessed.  Various surveys and reports continue to put satisfaction with content and information at or below 35% range.  The translation for me, when factoring in the qualitative interviews conducted with buyers over the past year, is not only is there a lack of satisfying content, but also a lack of meaningful experiences. Value The Human Experience A lesson learned over the past few years is there is a risk of making content and the digital experience too self-referential.  Meaning we create content and…

READ MORE
Tony
Article by

Buyer Personas Provide Human Face To Human-Centered Marketing

An essential part of developing a human-centered approach to modern marketing is hearing and observing your customers and buyers.  The aim is to reach a level of deep understanding, which helps us to make more informed strategic business decisions.  CMO’s and their C-Suite peers are collecting a tremendous amount of information.  Whether it is big data, sales intelligence, or companies engaging in careful qualitative studies of their customers. Making sense of a mountainous collection of information can prove to be a daunting exercise.  While we may gather better clarity on segments and groups of buyers, obtaining a sensible and informing…

READ MORE
Tony
Article by