One of the most fascinating figures in American business history was that of Lee Iacocca. Iacocca, who died at the age of 94 in 2019, was a visionary leader who was the only executive in modern times to lead two of the Big Three American automakers. Ford and Chrysler. At Ford, he was best known …
How B2B Leaders Can Navigate 2021 Uncertainties With Buyer Insight 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 …
Changes in customer and buying behaviors continue to rock the very foundations of many industries. According to recent surveys by PWC, Forrester, IBM, and McKinsey, disruptive trends in customer and buying behaviors are expected to continue over the next five years. Many organizations are undergoing digital transformations in order to improve customer interactions, engagement, and …
7 Elements Of Customer Understanding The C-Suite Must Master Read More »
Business-to-Business thrives on the simple basic principle of buying and selling. With all the hoopla over the past few years regarding digital technologies and social media, it is easy to lose sight of this most basic principle, which has existed for centuries. The impact of digital and social technologies on the nature of buying and …
Goal-Directed Decision Making Drives B2B Buying And Selling Read More »
In nearly every walk of life, goals are a major influence on what we do, think, feel, and the actions we take on a daily basis. For example, we may decide to skip the fudge brownie desert in light of the health goals we are pursuing. On a much larger scale, goals are at work …
The Importance Of Goal-Directed Behaviors To Buyer Personas Read More »
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 »
The digital economy continues to evolve at a fast clip. New technologies are being introduced nearly every month. Startups are ascending while long tenured organizations suddenly find themselves on shaky grounds. New services and product introductions are falling flat. Making the pursuit of understanding why customers are buying or not buying most difficult for many …
How To Gain Deep Insights Into New Customer Buying Behaviors Read More »
The classic novel A Tale Of Two Cities by Charles Dickens begins with these most famous words and phrases: “It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness……… it was the spring of hope, it was the winter of despair…we …
Marketing leaders are in continual pursuit to understand customers and buyers. At the same time, they are now being looked at to bring understanding of customers to bear on almost all facets of business operations. According to a recent IBM CEO Study, CMO’s are increasingly gaining the attention of CEO’s. Whereby marketing is seen as a …
How Marketing Leaders Can Lead With Strategic Customer Narratives Read More »
All businesses and people within businesses become enamored with, process, at some point. Process is good. Process can also be bad. Bad to the extent doing the process becomes more important than meeting the end goal. When it comes to content marketing today, it just may be too much process is actually preventing a human connection …
Use Buyer Personas To Humanize Your Content Marketing Read More »
