Tag Archives: Market

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…

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Tony
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4 Things Buyer Personas Are Not

When products or services look similar, are called by similar names, or represented to be the same as, this can lead to confusion.  When it comes to buyer personas, this is more common than it should be.  In helping several B2B organizations directly or in advising recently, I have noticed the confusion become more prominent. The problem with confusion is it can lead to bad assumptions.  When this happens, organizations can find themselves heading in the wrong direction.  Operating by assumptions can become the Achilles’ heel of organizations.  Causing severe set backs and loss time to market.  Making erroneous assumptions…

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Tony
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5 Reasons For Poor Buyer Personas Steering Marketing In The Wrong Direction

This July marks the 13th year since the first drafting of the concept and methodology of buyer persona development.  Notably, in the last three years, we have seen an increase in awareness of buyer personas.  Coinciding with the rise in content marketing, marketers seek to use buyer personas to help guide content strategies and tactics.  With this rise in awareness also come pitfalls in having buyer personas steer marketing efforts in the wrong direction. I raise this point due to the proliferation of content on buyer personas over the past few years.  Some helpful but the majority, in my opinion,…

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Tony
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4 Principles For A Human-Centered Approach To Personas in Marketing

Often studied in psychology, is the phenomenon of what people say and do is not always what they mean.  Lurking in the sub-conscious as well as on conscious levels are guarded perceptions, defense mechanisms, mental images, prejudices, and etc.  Often needing in-depth qualitative studies in social psychology to determine how groups of people think, behave, and make use of language. In social psychology, archetypes are often used to help communicate the social psychological dynamics of people.  Helping psychologists to translate their qualitative research into meaningful insights and portrayals of people in a social context. In the business world, marketers and…

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Tony
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4 Ways To Make Complex Marketing Human-Centered

As more and more businesses undergo digital transformation, we see more investments pouring into digital technologies.  The aim is to be omnipresent and somehow, someway – get a corner of mindshare with buyers.  What organizations risk is this – the more they automate, the more they become less humanized with their customers. It is a scary thing.  Customers and buyers can amount to nothing more than accounts and fields on a screen.  Recently, I read an article where a customer was referred to as “it”.  You cannot get any less human than this! High Stakes Still Exists In The Digital…

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Tony
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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…

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Tony
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3 Phases Of Human-Centered Marketing That Make Your Customers H.U.M.

The concept of human-centered modern marketing begins with empathy for your customers and buyers.  It is rooted in the approach of understanding the goals and motivations of our customers and buyers.  Despite the ever-increasing influence of digital technology in our everyday lives, both business and personal, the need for human understanding in the context of marketing is increasing. Human behavior is being impacted and altered by digital transformation.  Just a few short years ago we lived in a world where smartphones and tablets did not exists.  In business, collaborative platforms and cloud-based services did not exist.  In the new digital…

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Tony
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The Power Of Human-Centered Marketing Begins With Empathy

An emerging truth about the world of digital transformation is the greater the increase in technology, the greater the need to understand humans.  Knowing how technologies and digital transformation are affecting how we work, conduct business, and go about our daily lives will be an imperative businesses cannot ignore.  In essence, it will take human understanding to succeed at modern marketing. A cornerstone principle behind a human-centered approach to modern marketing is being empathetic to the goals of humans – in our case your users, customers, and buyers.  Empathy will serve as the driving force behind the power of Human-Centered…

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Tony
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The Future Of Modern Marketing Is Human-Centered

Before the turn of the 20th century into the 21st century, a movement began.  This movement called for a more user-centered approach, or also commonly referred to as human-centered, to designing products, software, digital interactions, and design concepts.  It is rooted in the belief, which is by understanding human goals and behaviors; we can design concepts empathetic to the user – or humans.  More than a decade later, these concepts are becoming increasingly important to marketing. Modern marketing, as it responds to the overwhelming tentacles of the exploding digital economy, now requires the important element of design thinking.  With the…

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Tony
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Are Buyer Perceptions What You Think They Are?

The business world is filled with proclamations.  Usually these proclamations have to do with how businesses describe themselves.  The word “leading” is often used.  You have seen many of them.  Companies often describe themselves as the “leading provider” of something.  Do buyers see them in the same way? Going To Market Going to market today is a harder than ever before.  Plenty of time, resources, and energy are spent to devise strategies, game plans, and tactics to win in the marketplace.  If we were to do a reflective look back on why some succeeded or failed in their efforts, buyer…

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