B2B Buyer Ethnography

State Of Buyer Personas 2015 (Survey Results)

It is now nearly fourteen years since the first-ever buyer persona development methodology was first created specifically for sales and marketing. For trivia and history buffs, Harcourt Education in 2002, a division of Reed Elsevier at the time, was the first organization to ever use research-based buyer personas for marketing and sales. How far we …

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Beyond Predictive Marketing: Planning With Persona-Based Strategic Narratives

In a recent interview, one of the world’s most compelling management consultant, Tom Peters, responded to a question related to what is missing from today’s discussion about management. In classic as well as vintage Tom Peter fashion, he responded: “My real bottom-line hypothesis is that nobody has a sweet clue what they’re doing.” He went …

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Why The Concept Of Immersion Will Be The Next Big Thing in B2B Marketing

For most of us, when we become immersed with something we care about, like, or even love, we become completely involved. All of our mental faculties are devoted to a particular experience. As an example, when we travel to a foreign country, we can become immersed completely in a foreign culture. Experiencing for the first …

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The Danger Of A Single View Of Buyers

Many of us have heard of the term tunnel vision. It is usually described or defined as follows: The tendency to focus exclusively on a single or limited goal or point of view. We have seen extreme points of views in every walk of life. From politics to religion and everything in between we have …

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Why Marketing Leaders Should Embrace Story Listening Before Story Telling

“What I’ve seen is a leader doesn’t start with storytelling, they start with story listening.” –John Maeda, Design Partner, KPCB During the past two years, B2C as well as B2B marketing leaders have heard much about the concept of storytelling in marketing. With the number one challenge facing marketers today being one of connecting with …

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How GE Uses Human Connection To Empower B2B Corporate Storytelling

“Behind every person, behind every company, behind everything, is a story of how it got there – and the most relevant stories connect on a personal level.” Beth Comstock, CMO of GE. The above comment is a reminder of no matter how complicated or complex a business and its products may be, there is a …

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Global Marketing: The Business Of Choosing

Years ago, before cable TV, you were basically left with three choices on your TV dial. You could choose from the three major television networks on three different channels. And, if you had a good TV antenna, you just might be able to pick-up the PBS station in your local area. Today, we live in …

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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 …

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Humanize Your Brand With Buyer Personas

You cannot fake it. You should not even try. What am I talking about? We have plenty of efforts these days focused on humanizing in B2B Marketing.  Which I believe is most definitely a good thing.  However, we also have more savvy and knowledgeable customers and buyers in the digital age.   And, one thing I …

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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 …

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