Buying Decisions Are Affected By Intensified Buyer Activism Sentiments During the past decade, we have seen a significant rise in consumer activism. And that has translated to a rise in both brand activism as well as shareholder activism. We have seen consumers changing buying behaviors with their pocketbooks. Refusing or boycotting certain brands due to their social or …
Business Leaders Will Need To Account For Ongoing Uncertainty The conflict resulting from the Russian invasion of Ukraine has heightened concerns on many fronts throughout the world. We are witnessing political, humanitarian, economic, trade, globalization, and governmental impact. The attempt by Russia to overthrow Ukraine’s leadership and bring the country into its’ sphere is intensifying …
In numerous surveys of CEOs in the past few years, predictably, you will find growth strategies as one of the top priorities going into any new year. Strikingly, in these same few years, you will also find developing customer understanding also on the list of CEO priorities. What is changing in the past two years, …
New Approaches To Understand Customers Needed In A Digital Transformation World Read More »
The stunning outcome of Britain’s decisive vote to exit the European Union has caught the political, economic, and business world by surprise. Creating uncertainty in world financial markets, the future of the European Union, the pace of globalization, how to strategically plan for an eventual exit, and how to prepare for potential risk from this …
Why Brexit Will Affect The Future Of Global Business Marketing 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 »
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 …
One significant change in the past few years is the top of mind presence of the customer on the part of CEOs. The mandate of “getting closer to the customer” has never been stronger. Various surveys point to CEOs linking business growth to increasing customer engagement efforts, growing their customer base, and improving customer retention. …
The Missing Link Between Business, Marketing, And Customer Strategy: Buyer Personas Read More »
On the minds of many CEOs for this year and beyond is making business growth a top priority. From the likes of surveys by IBM and Gartner to surveys by the multitude of research firms across the globe, the one consistent driver identified by CEOs is that of business growth. Coming out of the doldrums …
Use Buyer Personas To Align Marketing With Business Growth Strategies Read More »
November 2014 marked the twenty-fifth (25th) anniversary of the fall of the Berlin Wall. The tearing down of the barrier separating West Germany from East Germany remains as one of the world’s most momentous events. The fall of the Berlin Wall continues to send out tremors touching many parts of the globe. What many in the …
Radical Openness And Transparency: A Mandate For B2B Organizations Read More »
For most of us, when we become immersed with something we care about, like, or even love, we become completely involved. All of our mental faculties are devoted to a particular experience. As an example, when we travel to a foreign country, we can become immersed completely in a foreign culture. Experiencing for the first …
Why The Concept Of Immersion Will Be The Next Big Thing in B2B Marketing Read More »
