Buyer’s Journey

Is Your Organization Ready For Market Strategy In A Digital Economy?

The digitization of the global economy is resulting in a tidal wave of new business and operating models throughout the world.  Sparking rapid forms of innovations and turning existing markets upside down with new market rules and design.  Digital disruption means organizations must stay alert to how an existing market strategy may have to undergo …

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Rethinking Market Strategy In A Digital Economy

The primary course of conversation in the past few years for CMO’s and their marketing teams has centered around customer centricity, customer experience, and content marketing.  For good reasons too.  Customer behaviors have significantly shifted in the last decade impacting conventional thinking on the role of marketing and sales and their abilities to connect with …

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Why Context Is More Important Than Content In Marketing

The transformation to a digital economy has shifted behaviors considerably in the past decade.  Meaning marketers today must account for how to adapt to behavioral shifts caused by the omnipresence of digital and online information. As a for instance, people today have no more than a 7 to 10-second span of attention when online.  Even …

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Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing

In the 15 years since originating the concept of buyer personas in 2001, there has been one issue that continues to plague fully understanding exactly where, how, and why buyer personas can be beneficial.  Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts.  …

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Are Your Buyer Personas Data Overkill?

As the concept of buyer personas has crept into the conscious of both B2C and B2B Marketing, so has misguided representations of buyer personas become prevalent.  With many touted frameworks and processes being representative of buyer personas in name only.  These misrepresentations have also led to a tendency to throw everything, including the kitchen sink, …

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Overcoming The Content Personalization Challenge With Buyer Persona Research

It is clear that one of the top challenges facing marketing, especially B2B marketing, is the ability to connect with potential buyers on a personal level.  Recent surveys of marketing professionals by Rapt Media, Forrester, Seismic, SAP, IBM, and others all indicate that content personalization remains the biggest challenge for marketers this year and for …

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4 Myths Preventing True B2B Customer Understanding

There is a big problem when it comes to B2B customer research.  And, most B2B executives may be unable to see or recognize the problem.  The scarier notion is some may not even know it exists. What is this big problem? According to various studies over the years (by credible institutions such as Harvard) regarding …

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