Market Leadership

Walk A Mile In Your Buyer’s Shoes With B2B Buyer Ethnography

It began, as history can best record, as a proverb of the Native American Cherokee tribe.   Which said, “do not judge a man until you have walked a mile in his shoes.”  This proverb had been rephrased, reshaped, and reworded many times as a way to communicate.  What matters though, is the truth of this […]

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CMO 2014: Achieve CMO and CEO Alignment With Powerful Insights

2013 may turn out to be a watershed year.  According to PWC’s (Price, Waterhouse Cooper) annual survey of CEO’s, nearly 65% view building a customer-focused organization as one of their top priorities.  Along with this top priority comes a willingness to invest time and money into developing customer intimacy and expanding their customer bases.   What

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CMO 2014: Awakening To Buyer Foresight

Achieving competitive superiority is one of the overarching goals for B2B business organizations.  Doing so is no easy endeavor.  It involves keeping one step ahead of competitors as well as building strong customer loyalty.  Many factors contribute to achieving this goal.  One important factor is the ability to predict and to see the road ahead.

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The Coming Era Of The Self-Qualified B2B Buyer

B2B buyers are about to enter new territory.  Giving B2B CMO’s and CSO’s new challenges as they strive to keep pace with evolving buying behaviors.  The “always on” nature of consumerism has bled over to B2B.  Unleashing a new powerful element in the ongoing buyer revolution. We are about to enter an era of the

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The State Of Buyer Personas 2014

Attempts to keep up with changing buying behaviors are very much like a car chase scene in an action packed movie.  Just as we are about to catch up with the buyer, new technology accelerates buyer progress.  Creating an ever present need to gain insight into newly forming behaviors on the part of buyers.  Otherwise,

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4 Initiatives Chief Marketing Officers Must Get Right In 2014

The pace of change is accelerating.  Last year, most Chief Marketing Officers faced the tasks of making significant changes to how marketing operates.  Soaking in one buzzword after another as they try to make sense of the changing world swirling around them.  While the whirlwind of change will continue, CMOs will begin to sharpen their

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CMO 2014: Brand Experience Will Matter First Before Content Marketing

For many Chief Marketing Officers and marketing leaders, especially in B2B, there is a seismic shift taking place in how marketing is approached and done.  A staple in yearly strategic planning is the product or service as the central focus of marketing and sales plans year after year.  Product marketing is just as the name

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7 B2B Buying Behavior Trends To Watch In 2014

Like a runaway train, B2B buyers continue to evolve and reshape their buying behaviors.  Adapting to new channels as well as technologies to solve critical problems, reach goals, and accomplish more.   My conversations with B2B marketing and sales leaders indicating it will be tougher for B2B Marketing and Sales to keep pace in both customer

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CSO 2014: The Challenger Buy

Every few years, in the sales world, new methodologies come out.  Chief Sales Officers and sales leaders struggle with balancing the hype with worthwhile adoption.  In the past two years, the latest of these is The Challenger Sale based on survey-oriented research conducted by the Corporate Executive Board.   The survey conducted and given to sales

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Communications

CMO 2014: A Return To The 3 Purposes Of Marketing

For many CMO’s and leaders in marketing, there has been a litany of proclamations about what marketing will become.  During the past few years, urgent bell ringing to dive into new definitions of marketing has besieged marketers: Social marketing Social media marketing Inbound marketing Digital marketing Search marketing And, most notably – content marketing Without

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