The new year is almost one-month-old. In less than three weeks, the country has experienced a time like no other. Where the degree of uncertainty about our future has intensified. The chaos surrounding the vaccination rollouts and the political climate has altered the degree of hoped-for certainty. Such a turn of events has an impact. …
Future-Enabling Buyers Will Be Key In 2021 And Beyond Read More »
In numerous surveys of CEOs in the past few years, predictably, you will find growth strategies as one of the top priorities going into any new year. Strikingly, in these same few years, you will also find developing customer understanding also on the list of CEO priorities. What is changing in the past two years, …
New Approaches To Understand Customers Needed In A Digital Transformation World Read More »
Soon, two thousand plus marketing directors, managers, coordinators, and marketing specialists will descend on the content marketing Mecca event called Content Marketing World. The largest content marketing oriented conference of its kind. These teams flushed with CMO approval in hand to attend eighty plus available sessions in the hope it will result in improved effectiveness. Effectiveness. …
Why CMOs Should Not Focus Only On Content Marketing 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 »
Product centricity is still kicking dust up in the perfect storm of changing buyer behaviors and transforming digital technologies. The dust up so thick, most organizations believe they may be responding to this perfect storm, yet, everything they do does scream products. A good case in point is what organizations believe they need to do …
Intervention: Buyer Personas Are Not A Product Requirements Document 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 »
Many executives today are struggling in two areas. One is in formulating strategies designed to help their organization stand out in a crowded field. The second is in creating an enterprise adept with deep customer insights and understanding, which translates into obsessed customer focus. When struggling in these two areas, executives and their organizations can …
Stop Business Speak And Simplify Insights To Achieve Customer Centricity Read More »
It is now nearly fourteen years since the first-ever buyer persona development methodology was first created specifically for sales and marketing. For trivia and history buffs, Harcourt Education in 2002, a division of Reed Elsevier at the time, was the first organization to ever use research-based buyer personas for marketing and sales. How far 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 »
