Customer Journey

Can You Predict When Your Customers Will Buy?

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 …

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5 New Buyer Insights You Need To Grow Customer Acquisition

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 …

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Follow the Road to Content Marketing Effectiveness with Buyer Persona Story Mapping

(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 …

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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 …

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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, …

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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 …

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5 Steps B2B Chief Sales Officers Must Take To Survive The B2B Buyer Revolution

For tenured B2B Chief Sales Officers, the world of sales – as they know it – is undergoing its most dramatic disruption in the last 50 years.  What worked before no longer works now.  Sales organizations are under constant assault by both internal forces and buyers.  The demands and expectations of buyers and internal leaders …

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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 …

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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 …

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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 …

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