Many executives, particularly Chief Marketing Officers, are in constant pursuit of understanding changing buyer behaviors and markets. Which, for the most part, remains an elusive and challenging endeavor. In the past ten plus years, we have seen a tumultuous upheaval in both the world of buyers and how marketing is adapting. As business leaders and …
One of my favorite apps is the Starbuck’s app. Being a coffee lover, the app is a major convenience for getting coffee at the nearest Starbuck’s location. Admittedly, the app serves very well as a motivator to stop at Starbuck’s versus elsewhere. So that I continue to reach the goal of enough stars to get …
People and professionals in organizations can have different intentions while working towards the accomplishment of organizational, as well as, individual goals. Understanding the difference between intent-driven and goal-driven behaviors allows for deeper levels of understanding buyers (customers). Leading to more effective online engagement, content design, and sales conversations. The relationship between intent and goals is …
How Understanding The Goals And Intent Of Buyers Can Transform Marketing Read More »
It is clear that one of the top challenges facing marketing, especially B2B marketing, is the ability to connect with potential buyers on a personal level. Recent surveys of marketing professionals by Rapt Media, Forrester, Seismic, SAP, IBM, and others all indicate that content personalization remains the biggest challenge for marketers this year and for …
Overcoming The Content Personalization Challenge With Buyer Persona Research Read More »
There is a big problem when it comes to B2B customer research. And, most B2B executives may be unable to see or recognize the problem. The scarier notion is some may not even know it exists. What is this big problem? According to various studies over the years (by credible institutions such as Harvard) regarding …
4 Myths Preventing True B2B Customer Understanding Read More »
The explosion of content in the digital world is an unprecedented phenomenon just a few could have predicted twenty-five years ago. Content is ubiquitous in all phases of life and in business. In fact, it is getting harder and harder to find a slice of time where content is not invading precious personal or business …
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 »
When discussions have turned to the importance of customer experience today, it is easy to quickly think of customer experience (CX) as a touchpoint improvement phenomenon. Garnering up images of consumers, as well as, B2B buyers happily skipping along a mythical journey to the end of a rainbow. Coming upon particular resting points and encountering …
Goals Are At The Heart Of Customer Experience And Engagement Read More »
As we have all experienced, our hyper-connected world is becoming more chaotic with more mediums vying for our attention. Advanced digital technologies have meant more channels to hear, see, and search for information. For many consumers as well as business buyers, the overwhelming availability of choices can create anxiety-laden confusion. Causing a seemingly straightforward effort …
Gaining The Attention Of Buyers In A Hyper-Connected World Read More »
For many marketing professionals today, the world of marketing they entered just a few short years ago, or many years ago, most likely does not fit what they expected. On-the-job learning has become the norm. Different industries and markets can take marketers down different career paths. Depending on their experiences in consumer marketing or business …
