The prevalent uncertainty of the COVID-19 pandemic in 2020 will remain and be a part of 2021. There is no getting around it. The inevitable surge of the winter months into spring of 2021 will make sure of that. While vaccines offer a pathway to an increase in business activity beyond the computer screen, it …
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 …
Better, deeper, insightful, and well-rounded understanding of customers and buyers is on the top of the list for many CEOs and CMOs today. In recent studies by IBM and other research studies on CEO sentiments, customer insight and understanding are identified as a top focus for CEOs. A majority of surveys also find a growing concern …
The Emerging Importance Of B2B Ethnography To Buyer Personas Read More »
As we have all experienced, our hyper-connected world is becoming more chaotic with more mediums vying for our attention. Advanced digital technologies have meant more channels to hear, see, and search for information. For many consumers as well as business buyers, the overwhelming availability of choices can create anxiety-laden confusion. Causing a seemingly straightforward effort …
Gaining The Attention Of Buyers In A Hyper-Connected World Read More »
In the post-WW II decades through the 1990’s – and for many into the 2000’s, the business and world economy was focused on the mass “push-down” economic model. In simplistic terms, B2B was predicated on mass production and how many mass-produced products can be sold through marketing, sales, and distribution. Fortunes rose or fell based on whether B2B …
We cannot wait to offer solutions. We have the thirty-second elevator pitch, content marketing, presentations, lead generation, demand generation, sales training, and sales enablement. All designed to be proficient at offering solutions. Some companies can reach a fervent pitch with their marketing and sales in seeking to tell people or companies they have the solution. …
The Importance of Understanding Context Before Jumping To Solutions Read More »
One of the most pressing questions facing organizations today is this one: How do we connect with the outside world of customers and buyers today? It is not an easy question to answer. Recently, we have had several studies, including those by Forrester and the Content Marketing Institute, which suggests companies have been struggling to …
Listening And Empathy: Making Your Marketing More Human-Centered Read More »
When she blurted it out, it was so on the mark, I just sat there in silence for a few seconds. We have all had those moments. Those moments when we think – “why haven’t I thought of that before?” I was engaged in a helpful conversation with an Inc. 500 head of sales in …
Does Your Buyer Persona Look Like A Sales Call Plan? Read More »
