customer insights

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. …

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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, …

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To The Modern Buyer, The Human Experience Is Everything

Creating satisfying interaction experiences for buyers today is proving to be more complex than most organizations had guessed.  Various surveys and reports continue to put satisfaction with content and information at or below 35% range.  The translation for me, when factoring in the qualitative interviews conducted with buyers over the past year, is not only …

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Modern Marketing Is About Human Connection – Not Robots

This year, more than any in a long time, I am hearing a strong backlash to the volumes of emails and content buyers are receiving.  In the past eight months, after conducting numerous buyer interviews, this pattern has become so evident; it is as if buyers are screaming at the top of their lungs.    In …

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The Power Of Human-Centered Marketing Begins With Empathy

An emerging truth about the world of digital transformation is the greater the increase in technology, the greater the need to understand humans.  Knowing how technologies and digital transformation are affecting how we work, conduct business, and go about our daily lives will be an imperative businesses cannot ignore.  In essence, it will take human …

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The Future Of Modern Marketing Is Human-Centered

Before the turn of the 20th century into the 21st century, a movement began.  This movement called for a more user-centered approach, or also commonly referred to as human-centered, to designing products, software, digital interactions, and design concepts.  It is rooted in the belief, which is by understanding human goals and behaviors; we can design …

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The CMO Modern Marketing Guide To Buyer Personas And Buyer Insights Research (Part 3)

Part 3: A Closer Look At Modern Marketing Challenges The transformation to a new digital economy has been rapid.  A force of acceleration hit B2B organizations beginning the first decade of the 21st century.  During the past few years, in particular, we have seen the pace of acceleration quicken.  Causing many B2B organizations to either …

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The CMO Modern Marketing Guide To Buyer Personas And Buyer Insights Research (Part 2)

Part 2: The Modern Buyer The digital economy and the continued evolution of digital technologies have had a monumental impact on buyers and their behaviors.    At the turn of the 20th century to the 21st century, B2B buying behaviors still existed in a very structured manner.  Supplier and buyer roles were clear, reliance on information …

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The CMO Modern Marketing Guide To Buyer Personas And Buyer Insights Research (Part 1)

As the 21st century arrived, so did many new digital technologies.  Well over a decade into the new century, we now have a robust digital economy altering economics and business forever.  Enabling globalization on a scale unfathomable before the entrance of the 21st century.  One significant outcome has been the continued evolution of buying behaviors. …

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The New Face Of Buyers In The Digital Economy

In the mid-to-late ‘90’s, as the first roots of the Internet began to take hold, Don Tapscott coined the phrase The Digital Economy.  Tapscott’s landmark book is entitled The Digital Economy: Promise And Peril In The Age Of Networked Intelligence.  At the time, it was filled with tremendous foresight.  Much of the perspectives Tapscott offered …

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