Company Persona

4 Hurdles To Being Customer-Centric (4 Steps to Jump Over Them)

1 Comment / Buyer Insight, Buyer Insight Maturity Model, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Development, Buyer Personas, Buyer Value Model, Chief Customer Officer, Chief Marketing Officer, Chief Sales Officer, Company Persona, Customer-Centric, Ideal Buyer Persona, Ideal Company Persona, Market Leader, Market Leadership, MArket Research / By

In commoditized markets, B2B organizations are under constant threat of watching their customer base evaporate into thin air.  Getting caught flat-footed as markets migrate to competitors offering newer products and services.  Suffering the consequences of not transitioning from a product-centric company to a customer-centric company. Is Customer-Centric Enough? B2B organizations continue to struggle in the …

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Use Persona-Based Buying Scenarios To Improve Buyer Predictability

Leave a Comment / Buyer Decision Model, Buyer Foresight, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Development, Buyer Personas, Buying Scenario Model, Chief Marketing Officer, Chief Sales Officer, CMO, Company Persona, Content Marketing, Critical Path to Purchase, CSO, Customer Journey, Ideal Buyer Persona, Ideal Company Persona, Persona buying Cycle, Persona-Based Marketing, Persona-Based Scenario Modeling / By

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 …

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

3 Comments / Buyer Decision Model, Buyer Insight, Buyer Journey, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Development, Buyer Personas, Buying Behavior, Buying Cycle, Buying Process, Chief Marketing Officer, Chief Sales Officer, CMO, Company Persona, Content Marketing, Critical Path to Purchase, CSO, Customer Journey, Ideal Buyer Persona, Ideal Company Persona, Persona buying Cycle / By

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, …

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

14 Comments / Buyer Decision Model, Buyer Insight, Buyer Persona, Buyer Persona Blog, Buyer Persona Canvas, Buyer Persona Development, Buyer Personas, Buyer Value Model, Buying Behavior, Buying Cycle, Buying Process, Chief Marketing Officer, Chief Sales Officer, CMO, Company Persona, Content Marketing, Content Strategy, CSO, Customer Journey, Ideal Buyer Persona, Ideal Company Persona, Market Leader, Market Leadership, MArket Research, Qualitative Research / By

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 …

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