Buyer Insights Research

Why Earned Buyer Insights Are Vital to the Future of B2B Marketing

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 …

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digital b2b buying

The Future of B2B Buying is Closer Than We Think

B2B Sales and Marketing Executives Need To Adapt to Digital B2B Buying I recently read a thought-provoking article on the future of B2B buying by Brent Adamson, the author of the Challenger Sale and The Challenger Customer.  Brent also serves as Distinguished Vice President for Gartner.  He has been one of the brightest thinkers when …

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Rethinking Buyer Insights

Rethinking Buyer Insights in a Changing World

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 …

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early buyer insights system

Building an Early Buyer Insights System Can Save You Trouble

Early Buyer Insights Can Alert Leaders To Risks And Opportunities We are living in a time like no other.  Where predictability is more elusive than we could have ever imagined.  Buyers, consumers, and people, in general, are changing their behaviors continuously and rapidly.  The heads of many buyers and consumers spin as each bit of …

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Buyers preconceived notions

How Business Leaders Can Guard Against Inaccurate Preconceived Notions About Buyers

Challenging Preconceived Notions About Buyers is a Two-Way Street Over the course of many years and just a few years as well, business leaders and organizations can develop preconceived notions about buyers and customers.  In large organizations that have been in existence for decades, preconceived notions can become institutionalized.  Becoming like dogma with multiple stories …

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buyer insights buyer persona

Put Insights at the Heart of Buyer-Focused Strategies

Business leaders must aspire for human-centered insights, not just intelligence Many businesses today, in their marketing and sales operations, have an insatiable thirst for data and intelligence about their buyers and customers.  The last two decades have seen a rapid rise in multiple forms of analytics and intelligence applications.  Starting with simplified data software programs …

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buyer insights interpreting

Buyer Insights Are a Matter of Interpretation

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 …

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buyer goals buyer personas

How To Meet Buyers’ Goals in an Era of Uncertainty

To Accelerate Growth in Uncertain Times, Leaders Need Insights on How Buyers’ Goals are Changing We have entered a pronounced Era of Uncertainty.  The past year has bedeviled both suppliers and buyers in the world of commerce.  What was once dependable is no longer.  Uncertainty has always been an element of business commerce.  What the …

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Two Voids Buyer Personas Can Fill To Achieve Growth Strategies

Lack of buyer insights and brand vision can doom growth strategies On the minds of many CEOs entering 2022 is how to make business growth a top priority.  Especially after two years of an enduring COVID-19 pandemic.  While some industries have prospered, many have seen substantial losses.  With businesses facing endemic new realities, businesses are …

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buyer personas are a compass

The Value of Buyer Personas in Times of Uncertainty

Buyer insights and buyer personas act as a compass for business leaders in uncertain times. We are living in times of tumultuous upheaval.  A world turned upside down and rife with uncertainty.  It seems just when we may have a clearer picture of how six months to a year may go, unpredicted events make that …

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