Buying Scenarios

Redefine Your Buyer Personas For A Winning Recovery In 2021

Some of our all-time favorite movies involve an actress or actor transforming into a character that made them entirely unrecognizable.  Through the use of make-up, prosthetics, and costumes, an actor and actress can perform as a historical or fantastical figure.  A most recent example is the 2019 movie, Judy.  Which was about the life of […]

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How B2B Leaders Can Navigate 2021 Uncertainties With Buyer Insight

One of the most fascinating figures in American business history was that of Lee Iacocca.  Iacocca, who died at the age of 94 in 2019, was a visionary leader who was the only executive in modern times to lead two of the Big Three American automakers.  Ford and Chrysler.  At Ford, he was best known

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Anticipating The Next Normal With The Pandemic Persona

Back to normal. The new normal. We have seen these expressions quite a lot in the last few weeks.  We are in an unexpected era of uncertainty.  We are never ever going to go back to normal as we knew it.  Nor can we predict a new normal. Not with any certainty at least. What

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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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5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research

The term, audience development, has become more ubiquitous in the world of marketing.  A recognition of the growing importance of digital content marketing to overall marketing strategies today.  For B2C CMOs, the concept of developing audiences and communities has been an essential core principle for some time. For B2B CMOs, the idea of audience development

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Is B2B Content Engagement Heading In The Wrong Direction?

Sometimes more is truly less.  When it comes to the state of B2B content marketing and engagement, this proverb is on the mark.   According to a recent study by Track Maven, one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much

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7 Elements Of Customer Understanding The C-Suite Must Master

Changes in customer and buying behaviors continue to rock the very foundations of many industries.  According to recent surveys by PWC, Forrester, IBM, and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years.  Many organizations are undergoing digital transformations in order to improve customer interactions, engagement, and

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Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals

Engaging new buyers and repeat customers are the lifeline to achieving growth.  While the context of these fundamental challenges has changed via digital technologies, they nevertheless are constant pressures.  Recent surveys of CEOs by IBM, PWC, and KPMG all point to major concerns and priorities in expanding the lifeline to growth. Creating distinctive and engaging

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Staying Relevant In An Era Of Disruption And Elusive Customer Loyalty

Customer loyalty continues to be a top-of-mind concern for CEOs, as studies and surveys from the likes of IBM and others have shown.  During the past decade or more, we have seen the use of customer satisfaction surveys, Net Promoter Score, and the rise in customer experience as means for gauging customer loyalty.  The central

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Looking At The World Through The Eyes Of Your Buyers

One of my favorite visits as a young person was to the House Of Mirrors at the amusement park.  It fascinated me how the mirrors distorted the way we looked and how they reshaped our faces.  Having fun with facial and body gestures to make myself look even more different. Companies today, if not intent

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