Generating leads is a big deal. Acquiring new accounts and customers an even bigger deal. Getting both of these right is a very good deal. Getting them wrong – well – can be a very bad deal. Recently, I reviewed the interesting findings from the CSO Insights Lead Optimization Study. The study’s primary focus was to …
Lead Optimization Study: The Right Prospect, The Right Message, At The Right Time Read More »
(This is part one of a three part series on the use of Buyer Persona Stories™, Buyer Persona Scenarios™, and Buyer Persona Story Mapping™ to drive effective content marketing strategy.) One good trait of a storyteller is they also know about the story of the person or people they are telling a story to. Knowing how …
Accelerate Content Marketing Effectiveness With The Power of Buyer Persona Stories Read More »
When it comes specifically to buyer personas, there have been plenty of questions about how to pull off a successful initiative. This is one question I typically have been asked when engaged in conversations helping people with questions. It can be a painful question for those who have made attempts in the past only to …
How Can We Make Sure Our Buyer Persona Initiative is a Success? (5 Helpful Elements) Read More »
One of the most elusive buyer insights to attain is getting to know what your buyers think. It can be so hard; businesses can tend to sweep it under the rug for next year’s list of initiatives. This can be a foolhardy approach. Without knowing it, your own marketing and sales tactics can affect how …
Are Your Go-To-Market Strategies Creating Negative Buyer Perceptions? Read More »
The pendulum has been around since 1602 when Galileo invented it. It was the world’s most accurate timekeeping device right up until around the 1930’s. The concept is one of our natural laws of the world. We may be experiencing the effects of the pendulum in sales and marketing. Despite the pronouncements of buyers not …
Is Content Marketing Ineffectiveness Changing Buying Behavior? Read More »
Unlocking true customer insight into buying behavior in the digital age has become important to staying one step ahead of your competition. Yet, many organizations today lack people with the attributes, skills, education, and experience which are required to unlock deep and profound customer insights. Many Chief Marketing Officers face this same dilemma with content …
Why Should We Use Third-Party Qualitative Research for Buyer Persona Development? Read More »
This question has resurfaced over the past dozen or more years multiple times. It still seems to confound B2B marketing and sales leaders. A question I get asked often as well. The differences between B2B market segmentation and B2B buyer personas are significant. Misunderstanding the differences has also contributed to mislabeled buyer personas. B2B versus …
How Does B2B Market Segmentation Differ From B2B Buyer Personas? Read More »
Do you know what your buyers think about? How they explore options? What conversations are important for them to have with sales? What type of information needs they have? For both marketing and sales, getting answers to these questions is becoming critical just to get in the game. While these types of questions have existed throughout …
The issue of Marketing and Sales Alignment has been raging on for several years. We have heard all kinds of reasons why. From sales not receiving support they need, to marketing believing sales is not following up on its leads. We have also heard we have to align with customers and buyers. I agree. I …
Bridge the Divide Between Marketing and Sales with the Buyer Insight Bridge Read More »
The idea of market research has been around for a very long time. Conceptually, market research is a strong component of overall business strategy. A key element of market research is the gathering of valuable buyer and customer insights. Ideally these insights will result in competitive advantage, innovation, and market leadership. Sounds good. Except there …
5 Obstacles to B2B Market Research and Actionable Customer Insights Read More »
