Buying Cycle

How Does B2B Market Segmentation Differ From B2B Buyer Personas?

5 Comments / Buyer Insight, Buyer Insight Map, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Development, Buyer Personas, Buying Behavior, Buying Cycle, Buying Process, Chief Marketing Officer, CMO, Content Marketing, Content Strategy, Market Leadership, Persona buying Cycle, Qualitative Research / By

This question has resurfaced over the past dozen or more years multiple times.  It still seems to confound B2B marketing and sales leaders.  A question I get asked often as well.  The differences between B2B market segmentation and B2B buyer personas are significant.  Misunderstanding the differences has also contributed to mislabeled buyer personas. B2B versus …

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Should the Chief Customer Officer Be The Hub for Buyer and Customer Insights?

7 Comments / B2B Customer Experience, Buyer Foresight, Buyer Insight, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buying Behavior, Buying Cycle, Chief Customer Officer, Chief Marketing Officer, Chief Sales Officer, CMO, CSO, Customer Journey, Market Leader, Market Leadership / By

Since 2003, the role of the Chief Customer Officer has gone from numbering under 30 to numbering in the thousands today.  While still new and evolving, this role holds promise for significance in building true customer-centric businesses.  An interesting development during the past ten years is counterintuitive.  The role sounds logical for large enterprises.  According …

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Bridge the Divide Between Marketing and Sales with the Buyer Insight Bridge

Leave a Comment / Buyer Foresight, Buyer Insight, Buyer Insight Map, Buyer Insight Maturity Model, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Development, Buying Behavior, Buying Cycle, Buying Process, Chief Marketing Officer, Chief Sales Officer, CMO, Market Leader, Market Leadership, Persona buying Cycle, Qualitative Research / By

The issue of Marketing and Sales Alignment has been raging on for several years.  We have heard all kinds of reasons why.  From sales not receiving support they need, to marketing believing sales is not following up on its leads.  We have also heard we have to align with customers and buyers.  I agree.  I …

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

2 Comments / Buyer Foresight, Buyer Insight, Buyer Insight Maturity Model, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Development, Buyer Personas, Buyer Value Model, Buying Behavior, Buying Cycle, Chief Marketing Officer, Chief Sales Officer, CMO, Content Marketing, Content Strategy, CSO, Demand Generation, Lead Generation, Market Leader, Market Leadership, MArket Research, Persona buying Cycle, Qualitative Research / By

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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How Many Buyer Personas Do I Need? (The Answer You Need To Know)

6 Comments / Buyer Insight, Buyer Insight Map, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Development, Buyer Personas, Buying Behavior, Buying Cycle, Chief Marketing Officer, Chief Sales Officer, CMO, Content Marketing, Content Strategy, Market Leader, Market Leadership, MArket Research, Persona buying Cycle, Qualitative Research / By

I get asked this question – a lot. I read many incorrect answers – a lot. The right answer matters – a lot. Confusion Reigns This is one of the most asked questions I have encountered since creating the buyer persona concept a dozen years ago.  What concerns me today with the rising interest in …

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

3 Comments / Buyer Decision Model, Buyer Foresight, Buyer Insight, Buyer Insight Map, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Development, Buyer Personas, Buyer Value Model, Buying Behavior, Buying Cycle, Buying Process, Content Marketing, Content Strategy, Demand Generation, Lead Generation, Market Leader, Market Leadership, MArket Research, Persona buying Cycle, Qualitative Research / By

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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How to Find the Critical Buying Path of Your B2B Buyer (Using the Buyer Decision Model)

5 Comments / Buyer Decision Model, Buyer Insight, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Personas, Buying Behavior, Buying Cycle, Buying Process, Market Leader, Market Leadership, MArket Research, Persona buying Cycle, Qualitative Research / By

Lately, attempts to visually show buying processes or buyer journeys have come in all shapes and sizes.  They have ranged from the traditional funnel to circles, galaxies, maps, rings, and whatever Lego type shapes can be mustered.  Names for the different phases and stages seem to be – well – all over the map.  I …

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How Buyers Decide When They Don’t Care About Your Competitive Advantage

8 Comments / Buyer Insight, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Personas, Buying Behavior, Buying Cycle, Buying Process, Demand Generation, Lead Generation, Lead Nurturing, Market Leader, MArket Research, Persona buying Cycle, Qualitative Research / By

In today’s emerging digital age, understanding buying behaviors is becoming job one for many B2B organizations.  Faced with relentless new demands from customers and buyers, B2B leaders must map out a course of transformation.  This transformation involves being relevant in today’s complex marketplaces by an equally relentless focus on customers and buyers. End of Sustainable …

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10 Ways to Know Your B2B Buyers Deeply Using the Buyer Persona Canvas

11 Comments / Buyer Foresight, Buyer Insight, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Personas, Buying Behavior, Buying Cycle, Buying Process, Content Marketing, Lead Nurturing, Market Leader, MArket Research, Persona buying Cycle, Qualitative Research / By

Getting in alignment with buyers today is no easy feat.  Every time there is a quarterly review, a pipeline review, and just any kind of review – there is the lingering wish to know more about your buyers. Insight into buyers is harder to come by.  The business world has been flipped upside down when …

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Buyer Foresight: Article Roundup Vol. 1

Leave a Comment / Audience Development, Audience Persona, Buyer Foresight, Buyer Insight, Buyer Persona, Buyer Persona Blog, Buyer Persona Development, Buyer Personas, Buying Behavior, Buying Cycle, Content Marketing, Lead Generation, Market Leader, MArket Research, Persona buying Cycle / By

Something new. Periodically, I will highlight a compilation of linked articles I have written to help people.  The purpose is to reflect on what can truly provide new thinking for use in today’s complex business world.  My hope is such reflection will help people to gain their own foresight into future possibilities. Let’s get started: …

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