Marketing and Sales Leaders Must Build Core Competency of Understanding Buyer Persona Goals We have heard the terms “organizational DNA” or “company DNA” often in attempts to articulate what an organization’s culture may be like. Sometimes, culture and DNA are used interchangeably. If we get scientific, we know that DNA can have a higher degree …
3 Ways To Encode Buyer Persona Goals Into Your Organization’s DNA Read More »
(This was one of the most popular articles written in 2017. It is profoundly applicable to this year – 2018. Buyer insights into how buyers make choices and decisions remain critical.) Many executives, particularly Chief Marketing Officers, are in constant pursuit of understanding changing buyer behaviors and markets. Which, for the most part, remains an …
In the past few years, the data analytics revolution has continued unabated in the worlds of B2B and B2C. The rise of data analytics is resulting in increased budgets and staff to account for the volume of data that can now be computed and accessed. This growth in the volume of data has spawned numerous …
Are Companies Ignoring Their Best Source For Buyer Insights? Read More »
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 »
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 »
At the start of every year, CMOs and their teams can be besieged by proclamations of the three, four, five, or six things that they must do to succeed in marketing. Each of these proclamations can come with dire warnings that if you do not heed this advice, then you are bound to fail. While …
Informed Customer Understanding Should Guide Marketing Read More »
When marketing and sales leaders often think about how buyers make decisions, they are viewed through a prism of buyers making rational and process-driven decisions. Leading to many strategies and tactics devoted to attempts to market or sell to the rationale behind decisions and buying processes. Of late, the term “buyer’s journey” has come into …
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 …
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 »
