Many of us will remember a moment when the world shifted like an earthquake in mid-March of 2020. Maybe it was the NBA canceling its season abruptly that made us go – “what just happened!?” Or, it was the announcement that Tom Hanks and his wife had contracted the coronavirus labeled COVID-19. Schools closed. Offices …
Coronavirus Will Change Buying Behaviors Forever. Will We Know How? Read More »
The digitization of the global economy is resulting in a tidal wave of new business and operating models throughout the world. Sparking rapid forms of innovations and turning existing markets upside down with new market rules and design. Digital disruption means organizations must stay alert to how an existing market strategy may have to undergo …
Is Your Organization Ready For Market Strategy In A Digital Economy? Read More »
Customer experience has been and will continue to be one of the major influences on how buyers make choices. Recent research by SiriusDecisions found that for 80% of B2B buyers surveyed, customer experience counted as the top significant reason why they chose to work with a specific provider over another. These findings are consistent with …
Use Buyer Persona Research To Improve B2B Customer Experience Read More »
This has been an eventful year. We are seeing continued growth in the adoption of buyer personas as a means for understanding buyers and customers. At the same time, the growth is fraught with the perils of buyer personas being misunderstood, mislabeled, and serving as a cover for basic buyer profiling. Each year, since originating …
Changes in customer and buying behaviors continue to rock the very foundations of many industries. According to recent surveys by PWC, Forrester, IBM, and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years. Many organizations are undergoing digital transformations in order to improve customer interactions, engagement, and …
7 Elements Of Customer Understanding The C-Suite Must Master Read More »
Engaging new buyers and repeat customers are the lifeline to achieving growth. While the context of these fundamental challenges has changed via digital technologies, they nevertheless are constant pressures. Recent surveys of CEOs by IBM, PWC, and KPMG all point to major concerns and priorities in expanding the lifeline to growth. Creating distinctive and engaging …
Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals Read More »
As CMOs look ahead, gaining greater clarity into how buying behaviors are changing is becoming one of their most important aims. Never more pressing as digital channels expand and become more immersed in the conduct of commerce. At the same time, the ability of marketing to influence and support the entire customer lifecycle continues to …
3 Ways CMOs Can Achieve Deeper Insights Into The Customer Journey Read More »
One of the most under-realized areas of understanding in marketing today has to do with the powerful influences of buyer goals and their goal-directed behaviors. This is especially true in B2B marketing. Most notably, in terms of understanding the impact of buyer goals on how buyers conduct informational searches, as well as, gather content and make …
The Influence Of Buyer Goals On Content And The Search For Good Ideas Read More »
Soon, two thousand plus marketing directors, managers, coordinators, and marketing specialists will descend on the content marketing Mecca event called Content Marketing World. The largest content marketing oriented conference of its kind. These teams flushed with CMO approval in hand to attend eighty plus available sessions in the hope it will result in improved effectiveness. Effectiveness. …
Why CMOs Should Not Focus Only On Content Marketing Read More »
It is a generally accepted notion that listening is vital to having positive and healthy interpersonal relationships. Listening is an essential skill for leaders in business, politics, sports, and in many different aspects of culture and society. As a country, we have had many leaders rise to the occasion upon their ability to listen and …
What CMOs Need To Know About Listening To The Customer Read More »
