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 …
The Future of B2B Buying is Closer Than We Think Read More »
Marketing and Sales Leaders Can Leverage Buyer Insights To Create Rewarding Digital Buying Experiences For Buyers One significant outcome of the COVID-19 pandemic is the increasing desire on the part of buyers for digital buying experiences. Not that this type of outcome was ever in question. The capability to offer digital buying experiences was already …
Buyer Personalization Will Matter As The Balance Of Power Shifts To Buyers In A “New World Order” Of Buying In 1990, at the end of the Cold War, both President George H.W. Bush and President Mikhail Gorbachev used the term “new world order” to describe the change in the relationship between the two superpowers. Defining …
5 Ways To Supercharge Your Personalization With Buyer Persona Insights Read More »
B2B Organizations Must Reinvent To Accomplish Buyer-Aligned Strategies Post-Pandemic In the lexicon of business, especially B2B, words and phrases can take on so many different meanings. That they, in effect, lose their intended purpose after a while. For instance, you most likely have heard or read something about the buyer-aligned sales process within the past …
Buyer Aligned Sales Processes Are In Need Of A Redesign To Succeed In A New Era For B2B Read More »
A significant shift in how buyers choose to interact with selling organizations has been underway for the past year. The global pandemic altering seller and buyer interactions in ways unimagined just a few short years ago. A recent McKinsey study suggests that two-thirds of buyers will prefer to keep self-serve interactions or a form of …
Buyers Ignoring You Is Not The Only Change Going On Read More »
Some of our all-time favorite movies involve an actress or actor transforming into a character that made them entirely unrecognizable. Through the use of make-up, prosthetics, and costumes, an actor and actress can perform as a historical or fantastical figure. A most recent example is the 2019 movie, Judy. Which was about the life of …
Redefine Your Buyer Personas For A Winning Recovery In 2021 Read More »
Social progress has often been a marker defining history. In the last one hundred years, there are many examples. Women earning the right to vote. The civil rights movement of the 1960s. Legalization of same-sex marriage. These are just a few of many. Each with a narrative arc progressing from resistance to eventual acceptance. …
Buyer-Enabled Selling: The Next Progression In B2B Sales Read More »
Accelerant. A word we are beginning to hear and see more often. It is being used to describe the effects of COVID-19 in shaping B2B buyer behaviors. Pre-pandemic, it was expected buyer behavior trends may evolve over a five to ten-year period. Now, buying behavioral trends have been lit with lighter fluid as the coronavirus …
Three Buyer Insights To Consider When Engaging B2B Buyers In A COVID-19 World Read More »
Depending on the type of automobile you have, when you hit the gas pedal hard, there can be a slight hesitation. A hesitation that can be sometimes unsettling. Especially when trying to enter onto a highway. That moment of hesitation before the acceleration can feel like more than a mere second. We are in that …
Funnels, stages, paths, journeys, and more labels that suggest some form of a linear line of thinking has dominated marketing and sales for decades. Whereby the notion of awareness, evaluation, consideration, and the purchase decision is built-in to these views. In reality, whatever labels have been applied, there are more similarities than differences. As forward-thinking …
The Buyer’s Journey Will Transform Into The Buyer’s Quest Read More »
