B2B Buyer Ethnography

Are Companies Ignoring Their Best Source For Buyer Insights?

In the past few years, the data analytics revolution has continued unabated in the worlds of B2B and B2C.  The rise of data analytics is resulting in increased budgets and staff to account for the volume of data that can now be computed and accessed.  This growth in the volume of data has spawned numerous […]

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7 Elements Of Customer Understanding The C-Suite Must Master

Changes in customer and buying behaviors continue to rock the very foundations of many industries.  According to recent surveys by PWC, Forrester, IBM, and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years.  Many organizations are undergoing digital transformations in order to improve customer interactions, engagement, and

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Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals

Engaging new buyers and repeat customers are the lifeline to achieving growth.  While the context of these fundamental challenges has changed via digital technologies, they nevertheless are constant pressures.  Recent surveys of CEOs by IBM, PWC, and KPMG all point to major concerns and priorities in expanding the lifeline to growth. Creating distinctive and engaging

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The Emerging Importance Of B2B Ethnography To Buyer Personas

Better, deeper, insightful, and well-rounded understanding of customers and buyers is on the top of the list for many CEOs and CMOs today. In recent studies by IBM and other research studies on CEO sentiments, customer insight and understanding are identified as a top focus for CEOs.  A majority of surveys also find a growing concern

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What CMOs Need To Know About Listening To The Customer

It is a generally accepted notion that listening is vital to having positive and healthy interpersonal relationships. Listening is an essential skill for leaders in business, politics, sports, and in many different aspects of culture and society.  As a country, we have had many leaders rise to the occasion upon their ability to listen and

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Looking At The World Through The Eyes Of Your Buyers

One of my favorite visits as a young person was to the House Of Mirrors at the amusement park.  It fascinated me how the mirrors distorted the way we looked and how they reshaped our faces.  Having fun with facial and body gestures to make myself look even more different. Companies today, if not intent

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The Importance Of Goal-Directed Behaviors To Buyer Personas

In nearly every walk of life, goals are a major influence on what we do, think, feel, and the actions we take on a daily basis. For example, we may decide to skip the fudge brownie desert in light of the health goals we are pursuing. On a much larger scale, goals are at work

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Use Buyer Personas To Align Marketing With Business Growth Strategies

On the minds of many CEOs for this year and beyond is making business growth a top priority.  From the likes of surveys by IBM and Gartner to surveys by the multitude of research firms across the globe, the one consistent driver identified by CEOs is that of business growth.  Coming out of the doldrums

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How To Gain Deep Insights Into New Customer Buying Behaviors

The digital economy continues to evolve at a fast clip.  New technologies are being introduced nearly every month.   Startups are ascending while long tenured organizations suddenly find themselves on shaky grounds.  New services and product introductions are falling flat.   Making the pursuit of understanding why customers are buying or not buying most difficult for many

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