During the past two to three years, there has been much focus on understanding the buying process, buying cycles, or as some call it – buyer’s journey – of buyers. Due to shifts in buyer behavior towards research and evaluation before sales interactions, we have seen the idea of mapping content to buying stages and
Can You Predict When Your Customers Will Buy? Read More »
The process of planning and budgeting has begun or is about to begin for many senior leaders returning to post-summer planning mode. Usually, the fixation is on the budget. An exercise some welcome. While others loathe. While the quantitative budget process is of importance, so may be getting the organization right about their buyers. By
4 Buyer-Focused Strategies B2B Businesses Must Get Right For 2014 Read More »
The rapid changes in technologies and business models continue at breakneck speeds. Shifting the landscape of buyer behavior along the way. Fermenting the once dormant ability of buyers to redefine the seller-buyer relationship . Creating a buyer revolution marching on unabated. B2B business, marketing, and sales leaders are faced with rethinking long-held strategies and redefining
The Buyer Revolution: 4 Steps To Evolve Or Be Toppled Read More »
How the world has changed. Yet, how things remain the same. One thing remaining the same is the gap. And, how the gap is filled. What Is The Gap? Customers and buyers, no matter the market or industry, are in constant motion to fill the gap. You see, they have a gap between what is
The Gap. Can You Fill It? 3 Ways You Can. Read More »
Month after month, Chief Marketing Officers (CMOs) are confronted with a question. It is a powerful question. If answered with accuracy and in-depth understanding, it can make a profound difference. So profound, it will change the fortunes of the organization. What Is The Question? The question, if answered correctly, will accelerate a company’s ability to
The Chief Marketing Officer’s Dilemma Read More »
The buyer revolution is in a frenzied uprising. More empowered and influential than ever before, buyers are letting it be known of their dissatisfaction. Several reports during the past year indicate buyers frown upon self-serving as well as product-based content marketing and sales approaches. The power of revolt now a mere click to the trash
5 New Buyer Insights You Need To Grow Customer Acquisition Read More »
(This is part three of a three part series on the use of Buyer Persona Stories™, Buyer Persona Scenarios™, and Buyer Persona Story Mapping™ to drive effective content marketing strategy.) Getting to see the big picture about customers and buyers today is not easy. It can be like sitting in an old stadium trying to
Follow the Road to Content Marketing Effectiveness with Buyer Persona Story Mapping Read More »
(This is part one of a three part series on the use of Buyer Persona Stories™, Buyer Persona Scenarios™, and Buyer Persona Story Mapping™ to drive effective content marketing strategy.) One good trait of a storyteller is they also know about the story of the person or people they are telling a story to. Knowing how
Accelerate Content Marketing Effectiveness With The Power of Buyer Persona Stories Read More »
When it comes specifically to buyer personas, there have been plenty of questions about how to pull off a successful initiative. This is one question I typically have been asked when engaged in conversations helping people with questions. It can be a painful question for those who have made attempts in the past only to
How Can We Make Sure Our Buyer Persona Initiative is a Success? (5 Helpful Elements) Read More »
One of the most elusive buyer insights to attain is getting to know what your buyers think. It can be so hard; businesses can tend to sweep it under the rug for next year’s list of initiatives. This can be a foolhardy approach. Without knowing it, your own marketing and sales tactics can affect how
Are Your Go-To-Market Strategies Creating Negative Buyer Perceptions? Read More »
