Tag Archives: Insight

Story-Driven Insights Drive Growth

We have a problem.  We are being inundated with facts, data, reports, and charts.  In the digital age, instead of reams of paper piled high on a desk, we have megabytes being stored on a hard drive or in the cloud.  The hope is these deeply stored megabytes will give us the analyses and insights needed to make the next leap over competitors. The dilemma faced by decision-makers and strategists today is the more data is collected and aggregated, the harder it is becoming to make sense of data.  The more arduous the task becomes of connecting the proverbial dots…

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Tony
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The Coming Era Of The Self-Qualified B2B Buyer

B2B buyers are about to enter new territory.  Giving B2B CMO’s and CSO’s new challenges as they strive to keep pace with evolving buying behaviors.  The “always on” nature of consumerism has bled over to B2B.  Unleashing a new powerful element in the ongoing buyer revolution. We are about to enter an era of the self-qualified B2B buyer. The 3 Phases Of The Buyer Revolution If we look back at what has been taking place, we find a habitual form of B2B buying power as a result of new digital technologies.  This means B2B buyers also want to fulfill desires…

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Tony
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4 Ways To Differentiate With B2B Audience Messaging Segmentation

If you put yourself in the shoes of a customer as a listener instead of the messenger, you might find a noise you do not like.  Perhaps it is a loud constant humming sound.  Five competing companies sounding like a meditative chant.  Yet there is no escape as a listener.  In the shoes of a customer, you move down the hall, only to find the same hum no matter who is the audience. Using an expression from years past, the only choice left for customers is to – tune out. Limitations of Quant In my recent conversations helping marketing and…

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Tony
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Buyers As Usual Is Over

CEO’s and their respective teams are feeling the pinch.  Customer acquisition is a top priority.  Lead generation is a priority.  Effectiveness is a priority.  Survey after survey in the last year or two points to the need to not only sustain but also grow.  Clarity on how is the apparent missing link. Short-Term Many organizations in B2B are driven by the need to meet pressure-cooker short-term objectives.  Meetings after meetings throughout are dominated by discussions about quarterly objectives.  This is causing an inordinate amount of focus on the internal.  Usually, most work efforts are centered on what can get done…

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Tony
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5 Core Components of Buyer Persona Development

What exactly is buyer persona development?  Recently, this question came from several who have “done personas” but have met resistance or disappointment.  Our discussion centered on why the buyer personas developed offered little value. Why No Value? In my conversations helping people, there are two reasons why buyer persona efforts have been met with either resistance or disappointment. Buyer personas are perceived as a customer profile.  A customer profile with a picture offers little value. Sales intelligence is misperceived or misrepresented as buyer insights. These two reasons can result in resistance and disappointment.  While a customer profile can help with…

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Tony
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The Buyer Revolution: 4 Steps To Evolve Or Be Toppled

The rapid changes in technologies and business models continue at breakneck speeds.  Shifting the landscape of buyer behavior along the way.  Fermenting the once dormant ability of buyers to redefine the seller-buyer relationship .  Creating a buyer revolution marching on unabated. B2B business, marketing, and sales leaders are faced with rethinking long-held strategies and redefining tactics.  Confronted with a new reality, which bears little resemblance to just a few short years ago.  One thing has become clear in the buyer uprising B2B businesses face today – they must evolve or they will be toppled. Meeting Demands The buyer revolution is…

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Tony
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The Gap. Can You Fill It? 3 Ways You Can.

How the world has changed.  Yet, how things remain the same.  One thing remaining the same is the gap.  And, how the gap is filled. What Is The Gap? Customers and buyers, no matter the market or industry, are in constant motion to fill the gap.  You see, they have a gap between what is currently happening and what they desire to happen.  This happens on many levels.  For consumers, the gap can be quite urgent.  If your car broke down on a deserted highway, you will have an urgent need to fill the gap.  A car engine running will…

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Tony
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How To Boost Content Marketing Effectiveness with Buyer Persona Scenarios

(This is part two of a three part series on the use of Buyer Persona Stories™, Buyer Persona Scenarios™, and Buyer Persona Story Mapping™ to drive effective content marketing strategy.) Understanding what activities buyers perform as they attempt to solve complex problems has been a challenge in the digital age.  The activities of buyers are no longer transparent and it is harder to figure out what activities directly relate to you and their purchase decision.  Yet, in order to be on the same level with buyers, this is exactly what you need to know. In this three part series, we…

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Tony
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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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Do You Know What Your Buyers Value When Making A Purchase Decision?

The importance of knowing what buyers value is unmistakable.  Yet, trying to understand what they are can be fuzzy.  Buyers are not always clear in articulating, which makes our ability to understand challenging. Understanding buyer value drivers is important to developing a compelling value proposition.  You need to balance both sides of the coin to meet the goals and needs of your target buyers. Influence Begets Complexity Our traditional view of value drivers, through the term we know as buying criteria, has become inadequate in the new digital age.  It is a one-dimensional view, which can be un-insightful.  Buyers today…

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