Earned Buyer Insights Are Critical to Being Relevant to Buyers At the start of the year, I elaborated on the idea that empathy is derived from a place of deeper understanding. In today’s business climate, the right to gain this deeper understanding must be earned. For leaders, it is easy to say to their teams …
Why Earned Buyer Insights Are Vital to the Future of B2B Marketing Read More »
Business Leaders Must Adapt Buyer Insights Generation To Rapid Pace Of Change The world continues to evolve. The pace of change like it has never been. Certainty and predictability are illusory in nature. What we have learned, in the past two years especially, is that buyers’ goals and behaviors are undergoing constant change. As are …
The critical skill of interpreting buyer insights is needed to achieve actionable outcomes A common thread in the many executive-level conversations and interviews I have had in the last twenty years is that of a lack of insights. Specifically, a lack of insights into their buyers and customers. The lack of buyer insights is consistently …
Buyers, consumers, audiences, investors, and voters have all faced, at one time or another, hyperbole. Where something is hyped, and an overpromised outcome is touted. That something, underdelivered, can be a product, service, performance, technology, or program. The tolerance level for accepting underdelivered outcomes has been getting lower. In buyer insights research interviews during the …
Overpromised and Underdelivered Exasperate Buyers Read More »
One of the big stories of the year 2021 and the Covid-19 pandemic has been the “Great Resignation” of workers in many consumer and business sectors. There are a variety of reasons cited. Including lack of adequate childcare, health, industries severely impacted by the pandemic, acting upon personal interests, and early retirement. To name a …
The sell-side of the seller-buyer equation has been flipped upside down. Transitions to virtual selling are happening at a rapid pace. Plans for complete digital sales transformation are accelerated. Marketing is producing new forms of digital content at 5 to 10 times the volume they did pre-pandemic. All of these efforts designed to reach and …
The Buyer Mindset Is Your Key To Post Pandemic Recovery Read More »
The new year is almost one-month-old. In less than three weeks, the country has experienced a time like no other. Where the degree of uncertainty about our future has intensified. The chaos surrounding the vaccination rollouts and the political climate has altered the degree of hoped-for certainty. Such a turn of events has an impact. …
Future-Enabling Buyers Will Be Key In 2021 And Beyond Read More »
Despite turning the calendar from 2020 to 2021, we find ourselves starting the new year in more turmoil. A catastrophic COVID-19 pandemic that continues to increase in scope. The hope of the vaccines tempered as the rollout encounters delays. And the disturbing insurrection at our capitol causing national anxiety. To ignore these in a business …
Five Intangible Buyer Behavior Trends To Monitor In 2021 Read More »
The prevalent uncertainty of the COVID-19 pandemic in 2020 will remain and be a part of 2021. There is no getting around it. The inevitable surge of the winter months into spring of 2021 will make sure of that. While vaccines offer a pathway to an increase in business activity beyond the computer screen, it …
The global COVID-19 pandemic has exacerbated the effect of fatigue on people from all walks of life. We are feeling pandemic fatigue from vigilant following of guidelines. Business professionals are burning out from Zoom meeting fatigue. Our courageous frontline health care workers are nearing collapse from the fatigue of long intense hours. Single mothers and …
B2B Buyer Content Fatigue Is A Very Real Thing And A Big Problem Read More »
