Sales Enablement

Buyers Ignoring You Is Not The Only Change Going On

A significant shift in how buyers choose to interact with selling organizations has been underway for the past year.  The global pandemic altering seller and buyer interactions in ways unimagined just a few short years ago.  A recent McKinsey study suggests that two-thirds of buyers will prefer to keep self-serve interactions or a form of […]

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The COVID-19 Pandemic Has Changed Your Buyers. Do You Know How?

The surge.  The wave.  The apex.  The spike.  The spread. These terms and expressions have become part of the vernacular describing the COVID-19 pandemic.  A foreboding and ominous context.  Our country is entering the third significant reckoning of the pandemic.  More widespread than at any time.  Yet, it is a time to hang onto the

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Why Enabling Buyers To Buy Is The Future Of B2B

Depending on the type of automobile you have, when you hit the gas pedal hard, there can be a slight hesitation.   A hesitation that can be sometimes unsettling.  Especially when trying to enter onto a highway.  That moment of hesitation before the acceleration can feel like more than a mere second. We are in that

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How B2B CMOs Can Achieve Customer-Centric Marketing With Buyer Personas

A recent survey by B2B Marketing, in conjunction with the UK-based agency Tomorrow People, indicated only 38% of marketers considered their content to be “very customer-centric.”  This mirrors findings of other surveys related to content marketing and customer-centric marketing, which consistently hovers in the 35- 40% range of “very customer-centric” or “very effective content marketing.”

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Goal-Directed Marketing: How Marketers Can Help Buyers Achieve Their Goals

Many CMOs today are faced with a dilemma.  As digital interactions and media become more intertwined into everyday life, marketers need to respond.  Respond with content and media that fits into the new world of digital commerce.  Yet, as CMOs invest and allocate more to content and digital media, the returns are not occurring as

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The Pursuit Of Goals Drive Buyer Decisions

Market behavior, in its most simplistic form, is about buying and selling.  As simplistic as it may appear, market behaviors are filled with complex goal-directed behaviors, activities, and choices that ultimately drive buying and selling.  Thus, the imperative for marketers today becomes getting a handle on how buyers do three related things: How do buyers

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The Importance of Understanding Context Before Jumping To Solutions

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.

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D.I.V.E. Deeper: Getting The Most Out Of Your Buyer Personas

To get the most out of anything worthwhile takes persistence, perseverance, hard work, intuitiveness, and grit.  It is advice we offer to our friends, family, and children.  Often in helpful conversations with marketing and sales leaders, I usually am posed the question of how to get the most out of buyer personas. A common theme

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