Buyer Persona Development

20th Anniversary Of Buyer Persona

This year, in July, will mark the 20th Anniversary of the origins of the Buyer Persona concept. Hard to believe the concept has evolved into one of the fundamental means for understanding the modern buyer of today. The global pandemic has now increased the need to understand the changing goals and behaviors of users, consumers, …

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Coronavirus Will Change Buying Behaviors Forever. Will We Know How?

Many of us will remember a moment when the world shifted like an earthquake in mid-March of 2020.  Maybe it was the NBA canceling its season abruptly that made us go – “what just happened!?”  Or, it was the announcement that Tom Hanks and his wife had contracted the coronavirus labeled COVID-19.  Schools closed.  Offices …

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illustration by Eucalyp

Why The Buyer Transformation Is The Only One That Will Matter By 2020

A hot buzzword during the past couple of years has been digital transformation.  It has branched off a few more in the world of marketing and sales: Martech Transformation Sales Transformation CX Transformation Customer Engagement Transformation I am sure there are more.  At the risk of being a buzz killer, there is something amiss about …

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6 Variables Making Buyer Insights Driven Sales Transformation Critical By 2020

For the past few decades, solution-based selling was the dominant theme in building sales organizations.  Solution-selling methodologies and training proved to be a big business.   B2B organizations reworked their sales organization and invested heavily to be more consultative with buyers. B2B entities are finding it hard to let go and prepare for sales transformation in …

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Are Companies Ignoring Their Best Source For Buyer Insights?

In the past few years, the data analytics revolution has continued unabated in the worlds of B2B and B2C.  The rise of data analytics is resulting in increased budgets and staff to account for the volume of data that can now be computed and accessed.  This growth in the volume of data has spawned numerous …

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3 Forces Shaping The Future Of B2B Marketing

Many executives, particularly Chief Marketing Officers, are in constant pursuit of understanding changing buyer behaviors and markets.  Which, for the most part, remains an elusive and challenging endeavor.  In the past ten plus years, we have seen a tumultuous upheaval in both the world of buyers and how marketing is adapting. As business leaders and …

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