Buying Process

How B2B CMOs Can Achieve Customer-Centric Marketing With Buyer Personas

A recent survey by B2B Marketing, in conjunction with the UK-based agency Tomorrow People, indicated only 38% of marketers considered their content to be “very customer-centric.”  This mirrors findings of other surveys related to content marketing and customer-centric marketing, which consistently hovers in the 35- 40% range of “very customer-centric” or “very effective content marketing.” …

How B2B CMOs Can Achieve Customer-Centric Marketing With Buyer Personas Read More »

The Emerging Importance Of B2B Ethnography To Buyer Personas

Better, deeper, insightful, and well-rounded understanding of customers and buyers is on the top of the list for many CEOs and CMOs today. In recent studies by IBM and other research studies on CEO sentiments, customer insight and understanding are identified as a top focus for CEOs.  A majority of surveys also find a growing concern …

The Emerging Importance Of B2B Ethnography To Buyer Personas Read More »

The Pursuit Of Goals Drive Buyer Decisions

Market behavior, in its most simplistic form, is about buying and selling.  As simplistic as it may appear, market behaviors are filled with complex goal-directed behaviors, activities, and choices that ultimately drive buying and selling.  Thus, the imperative for marketers today becomes getting a handle on how buyers do three related things: How do buyers …

The Pursuit Of Goals Drive Buyer Decisions Read More »

Goal-Directed Decision Making Drives B2B Buying And Selling

Business-to-Business thrives on the simple basic principle of buying and selling. With all the hoopla over the past few years regarding digital technologies and social media, it is easy to lose sight of this most basic principle, which has existed for centuries.  The impact of digital and social technologies on the nature of buying and …

Goal-Directed Decision Making Drives B2B Buying And Selling Read More »

The Importance Of Goal-Directed Behaviors To Buyer Personas

In nearly every walk of life, goals are a major influence on what we do, think, feel, and the actions we take on a daily basis. For example, we may decide to skip the fudge brownie desert in light of the health goals we are pursuing. On a much larger scale, goals are at work …

The Importance Of Goal-Directed Behaviors To Buyer Personas Read More »

Digital Buyer Personas: Why Prosumer and Produser Behaviors May Be The Most Important Yet To B2B Marketing

The digital economy continues to expand and reach into every corner of the globe. Digital technology advances have shrunken the world and made it possible for businesses to connect and collaborate on a scale like never before. These advances have altered buying behaviors drastically where conventional thinking about the B2B buyer can no longer be relied …

Digital Buyer Personas: Why Prosumer and Produser Behaviors May Be The Most Important Yet To B2B Marketing Read More »

The New B2B Buyer And The Collaborative Economy

In the post-WW II decades through the 1990’s – and for many into the 2000’s, the business and world economy was focused on the mass “push-down” economic model. In simplistic terms, B2B was predicated on mass production and how many mass-produced products can be sold through marketing, sales, and distribution. Fortunes rose or fell based on whether B2B …

The New B2B Buyer And The Collaborative Economy Read More »

4 Things Buyer Personas Are Not

When products or services look similar, are called by similar names, or represented to be the same as, this can lead to confusion.  When it comes to buyer personas, this is more common than it should be.  In helping several B2B organizations directly or in advising recently, I have noticed the confusion become more prominent. …

4 Things Buyer Personas Are Not Read More »

5 Reasons For Poor Buyer Personas Steering Marketing In The Wrong Direction

This July marks the 13th year since the first drafting of the concept and methodology of buyer persona development.  Notably, in the last three years, we have seen an increase in awareness of buyer personas.  Coinciding with the rise in content marketing, marketers seek to use buyer personas to help guide content strategies and tactics. …

5 Reasons For Poor Buyer Personas Steering Marketing In The Wrong Direction Read More »

4 Principles For A Human-Centered Approach To Personas in Marketing

Often studied in psychology, is the phenomenon of what people say and do is not always what they mean.  Lurking in the sub-conscious as well as on conscious levels are guarded perceptions, defense mechanisms, mental images, prejudices, and etc.  Often needing in-depth qualitative studies in social psychology to determine how groups of people think, behave, …

4 Principles For A Human-Centered Approach To Personas in Marketing Read More »