Interaction Scenario Modeling

The 3 Types Of Buying Scenarios Every B2B CMO Must Know

The complexities of the evolving and robust global digital economy are introducing new sets of goals and problems for B2B organizations.  Long-tenured B2B companies are seeking ways to adapt and to remain sustainable.  While nimble and digital technology savvy firms are either grabbing larger chunks of market share at a faster rate or are creating […]

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4 Things Buyer Personas Are Not

When products or services look similar, are called by similar names, or represented to be the same as, this can lead to confusion.  When it comes to buyer personas, this is more common than it should be.  In helping several B2B organizations directly or in advising recently, I have noticed the confusion become more prominent.

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The Power Of Human-Centered Marketing Begins With Empathy

An emerging truth about the world of digital transformation is the greater the increase in technology, the greater the need to understand humans.  Knowing how technologies and digital transformation are affecting how we work, conduct business, and go about our daily lives will be an imperative businesses cannot ignore.  In essence, it will take human

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The Future Of Modern Marketing Is Human-Centered

Before the turn of the 20th century into the 21st century, a movement began.  This movement called for a more user-centered approach, or also commonly referred to as human-centered, to designing products, software, digital interactions, and design concepts.  It is rooted in the belief, which is by understanding human goals and behaviors; we can design

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