Chief Marketing Officer

Use Persona-Based Buying Scenarios To Improve Buyer Predictability

One of the must have competencies in the future of B2B is buyer predictability.  Without it, there will be an inability to anticipate how to help buyers and customers.  Creating the undesirable position of being old news. Scenario Planning Scenario planning, as a strategic tool, has been around for a while.  It is used in […]

Use Persona-Based Buying Scenarios To Improve Buyer Predictability Read More »

Are You Treating the 57% of the Buyer Journey Statistic As Gospel?

I was inspired to write this article after reading Megan Heuer’s article entitled Three Myths of the 67% Statistic.  Megan is Vice President and Group Director, Data-Driven Marketing at SiriusDecisions.  It is a good read.   I am happy to see SiriusDecision make a commentary on their statistic regarding the buying journey.  As Megan points out,

Are You Treating the 57% of the Buyer Journey Statistic As Gospel? Read More »

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

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

Why Should We Use Third-Party Qualitative Research for Buyer Persona Development?

Unlocking true customer insight into buying behavior in the digital age has become important to staying one step ahead of your competition.  Yet, many organizations today lack people with the attributes, skills, education, and experience which are required to unlock deep and profound customer insights.  Many Chief Marketing Officers face this same dilemma with content

Why Should We Use Third-Party Qualitative Research for Buyer Persona Development? Read More »

How Does B2B Market Segmentation Differ From B2B Buyer Personas?

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

How Does B2B Market Segmentation Differ From B2B Buyer Personas? Read More »

Improve Effectiveness: A Content Strategy Model Aligned to Buyer Personas and the Persona Buying Cycle

Do you know what your buyers think about?  How they explore options?  What conversations are important for them to have with sales?  What type of information needs they have? For both marketing and sales, getting answers to these questions is becoming critical just to get in the game.  While these types of questions have existed throughout

Improve Effectiveness: A Content Strategy Model Aligned to Buyer Personas and the Persona Buying Cycle Read More »

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

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

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

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

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

Bridge the Divide Between Marketing and Sales with the Buyer Insight Bridge Read More »

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

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

Who Should We Interview When Developing Buyer Personas? (Find Out Who Matters)

When it comes to buyer persona development, recruiting and interviewing the right people matters.  I get this question frequently.  It may sound like an easy question to solve.  It is not and has a way of raising more questions. Avoid the Easy Route Typically, I have heard the response of getting started by going to

Who Should We Interview When Developing Buyer Personas? (Find Out Who Matters) Read More »