Buyer Value Model

Walk A Mile In Your Buyer’s Shoes With B2B Buyer Ethnography

It began, as history can best record, as a proverb of the Native American Cherokee tribe.   Which said, “do not judge a man until you have walked a mile in his shoes.”  This proverb had been rephrased, reshaped, and reworded many times as a way to communicate.  What matters though, is the truth of this […]

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The Coming Era Of The Self-Qualified B2B Buyer

B2B buyers are about to enter new territory.  Giving B2B CMO’s and CSO’s new challenges as they strive to keep pace with evolving buying behaviors.  The “always on” nature of consumerism has bled over to B2B.  Unleashing a new powerful element in the ongoing buyer revolution. We are about to enter an era of the

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New Survey Highlights What Is Most Important To B2B Customers. Surprise, It Is Not Content Marketing.

The fanfare has been loud and non-stop.  Drums beating and reverberating throughout the B2B world to jump on board the content marketing train.  As in the B2C world, we are beginning to see a dramatic rise in web-based content, online communities, and video-based messaging.  These are proving to be powerful ways to communicate. There is

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4 Hurdles To Being Customer-Centric (4 Steps to Jump Over Them)

In commoditized markets, B2B organizations are under constant threat of watching their customer base evaporate into thin air.  Getting caught flat-footed as markets migrate to competitors offering newer products and services.  Suffering the consequences of not transitioning from a product-centric company to a customer-centric company. Is Customer-Centric Enough? B2B organizations continue to struggle in the

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How Well Do You Know Your Ideal Company Persona? (4 Ways You Can Know)

The concept of targeting companies has been around for a long time.  Opportunity pipelines usually consist of company names.  Sales automation typically has started out with creating a company account name.  Knowing which companies to target has been the lifeblood for B2B Sales for decades. This approach, however, is starting to become like trying to

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5 Actions Chief Marketing Officers and Chief Sales Officers Can Take to Bridge the Big Insight Gap

On the minds of most executive leaders for B2B organizations is two pressing objectives.  They involve two additions – increasing customer acquisition and increasing customer retention. From a customer lifecycle and buying cycle perspective, it means getting more in the front end and less leaking out the back end.  At the most basic level, it

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Do You Know What Your Buyers Value When Making A Purchase Decision?

The importance of knowing what buyers value is unmistakable.  Yet, trying to understand what they are can be fuzzy.  Buyers are not always clear in articulating, which makes our ability to understand challenging. Understanding buyer value drivers is important to developing a compelling value proposition.  You need to balance both sides of the coin to

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