Brand Strategy

The Missing Link Between Business, Marketing, And Customer Strategy: Buyer Personas

One significant change in the past few years is the top of mind presence of the customer on the part of CEOs. The mandate of “getting closer to the customer” has never been stronger. Various surveys point to CEOs linking business growth to increasing customer engagement efforts, growing their customer base, and improving customer retention. …

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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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The New B2B Buyer And The Collaborative Economy

In the post-WW II decades through the 1990’s – and for many into the 2000’s, the business and world economy was focused on the mass “push-down” economic model. In simplistic terms, B2B was predicated on mass production and how many mass-produced products can be sold through marketing, sales, and distribution. Fortunes rose or fell based on whether B2B …

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How Marketing Leaders Can Lead With Strategic Customer Narratives

Marketing leaders are in continual pursuit to understand customers and buyers. At the same time, they are now being looked at to bring understanding of customers to bear on almost all facets of business operations.  According to a recent IBM CEO Study, CMO’s are increasingly gaining the attention of CEO’s. Whereby marketing is seen as a …

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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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Radical Openness And Transparency: A Mandate For B2B Organizations

November 2014 marked the twenty-fifth (25th) anniversary of the fall of the Berlin Wall. The tearing down of the barrier separating West Germany from East Germany remains as one of the world’s most momentous events.   The fall of the Berlin Wall continues to send out tremors touching many parts of the globe. What many in the …

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#BMA14 Takeaway: The Rise Of Humanizing Business Marketing

Last week, at the Business Marketing Association (BMA) 2014 Conference, the theme was “where b2b’s going!”  After three days, it became clearer where.  Business marketing, B2B, is crossing the chasm from cold hard facts-driven marketing to establishing emotional human connections with customers and buyers.  Driven by the evolving digital economy, we are seeing the “humanizing” …

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Walk A Mile In Your Buyer’s Shoes With B2B Buyer Ethnography

It began, as history can best record, as a proverb of the Native American Cherokee tribe.   Which said, “do not judge a man until you have walked a mile in his shoes.”  This proverb had been rephrased, reshaped, and reworded many times as a way to communicate.  What matters though, is the truth of this …

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4 Steps To A Compelling B2B Brand Story

One of my favorite authors is David McCullough.  His award winning books, some winning the Pulitzer Prize, have included 1776, John Adams, Truman, and The Greater Journey.  He has become an American treasure and true master at historical storytelling.  David McCullough is one of America’s most revered authors and historians.  Captivating millions of readers across …

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Why B2B Should Invest In Branding (And What Happens When You Do Not)

When the financial crisis hit in 2008, a certain word went missing in business.  And, another word became all too powerful.  The word, invest, and the inertia behind it lost traction in B2B business.  Rocked by the financial crisis, many plans were shelved.  Collecting dust.  The word, cut, became dominant in business vocabulary. A few …

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