GTM Strategy Requires Deep Understanding of Buyers On Thursday, December 8, I will be giving a 45-minute talk on the importance of understanding buyers today to meet GTM Strategy challenges in a post-pandemic world. It is a pleasure to accept this invitation from BrightTALK and TechTarget. Two supporters on the need for insights and the …
Join Me For a Talk on GTM Strategy in a Post-Pandemic World Read More »
B2B Leaders Must Develop Unified Approaches to Buyer Strategies and Customer-Centricity Even though the business world is experiencing tumultuous change, B2B’s structure and governance are still very much fragmented. Hierarchy dominates. Functions and departments are represented by an elevator button. Stop at a reception desk of a typical multi-story B2B corporation headquarters, you are likely …
From Fragmented to Unified Insight-Driven Buyer Strategies Read More »
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 »
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 »
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 …
Building an Early Buyer Insights System Can Save You Trouble Read More »
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 …
How Business Leaders Can Guard Against Inaccurate Preconceived Notions About Buyers Read More »
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 …
Put Insights at the Heart of Buyer-Focused Strategies Read More »
An organization’s brand vision must show a better future for buyers We are living in what can seem like a never-ending time of unpredictability and instability. Two years into a worldwide pandemic. It is a long time. With no predictable end in sight. I referred to this time recently as an Era of Uncertainty. An …
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 …
How To Meet Buyers’ Goals in an Era of Uncertainty Read More »
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 …
Two Voids Buyer Personas Can Fill To Achieve Growth Strategies Read More »
