persona

Anticipating The Next Normal With The Pandemic Persona

Back to normal. The new normal. We have seen these expressions quite a lot in the last few weeks.  We are in an unexpected era of uncertainty.  We are never ever going to go back to normal as we knew it.  Nor can we predict a new normal. Not with any certainty at least. What […]

Anticipating The Next Normal With The Pandemic Persona Read More »

How Buyer Behavior Will Change Amid COVID-19

We are living in unprecedented times.  The COVID-19 pandemic has forever altered the global business economy.  There have been crises in the past where disruptive impact rippled through business commerce.   In the last 100 years, the Great Depression, War World II, 9/11, and the 2008-2009 Financial Crisis come to mind.  We now find ourselves in

How Buyer Behavior Will Change Amid COVID-19 Read More »

How The Content Illusion Is Leading Marketing Astray In The Era Of Digital Transformation

In the past five years, the often-unquestioned hymnal has been that to succeed in today’s digital world, businesses must produce content.  Produce high-quality content, yes.  But, produce massive amounts of it to get in front of customers. According to various statistics on the Internet, we are living in a world where every minute over 200

How The Content Illusion Is Leading Marketing Astray In The Era Of Digital Transformation Read More »

Is Your Organization Ready For Market Strategy In A Digital Economy?

The digitization of the global economy is resulting in a tidal wave of new business and operating models throughout the world.  Sparking rapid forms of innovations and turning existing markets upside down with new market rules and design.  Digital disruption means organizations must stay alert to how an existing market strategy may have to undergo

Is Your Organization Ready For Market Strategy In A Digital Economy? Read More »

4 Myths Preventing True B2B Customer Understanding

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 »

State Of Buyer Personas 2016: Strong Correlation Between Effectiveness And Goals

In 2016, we will mark the fifteenth year since buyer personas were first introduced.  The journey, however, continues towards professionals and organizations gaining a true understanding of what buyer persona development entails. What is clear is buyer personas are now entering the mainstream of dialogue when it comes to overall customer understanding.  Incorporating Survey Data

State Of Buyer Personas 2016: Strong Correlation Between Effectiveness And Goals Read More »

Mapping Buying Experiences: Creating Growth Through Aligning With Buyer Goals

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 »

Beyond Buyer Profiling To Buyer Personification

Segmentation has been a staple of business marketing and sales for several decades.  The concept of breaking down a potential market or industry into smaller target segments is a standard technique taught in business schools and used by many organizations.  Beginning in the 1980’s and 1990’s, we began to see a shift to individualism.  The

Beyond Buyer Profiling To Buyer Personification Read More »