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 »
Targets. Initiatives. Objectives. Analysis. Risks. Operations. Industry. Priorities. KPI. Success. Entry. Barriers. Products. Triggers. Requirements. Solutions. Markets. Criteria. Process. Profile. What do these words have in common? They are words you are most likely to see in corporate and company documents related to strategies or tactics of a corporation or private company. They are often …
Does Your Buyer Persona Sound Like A Corporate Talking Machine? Read More »
Often studied in psychology, is the phenomenon of what people say and do is not always what they mean. Lurking in the sub-conscious as well as on conscious levels are guarded perceptions, defense mechanisms, mental images, prejudices, and etc. Often needing in-depth qualitative studies in social psychology to determine how groups of people think, behave, …
4 Principles For A Human-Centered Approach To Personas in Marketing Read More »
As more and more businesses undergo digital transformation, we see more investments pouring into digital technologies. The aim is to be omnipresent and somehow, someway – get a corner of mindshare with buyers. What organizations risk is this – the more they automate, the more they become less humanized with their customers. It is a …
For many Chief Marketing Officers and marketing leaders, especially in B2B, there is a seismic shift taking place in how marketing is approached and done. A staple in yearly strategic planning is the product or service as the central focus of marketing and sales plans year after year. Product marketing is just as the name …
CMO 2014: Brand Experience Will Matter First Before Content Marketing Read More »
I came across a word recently, which made me pause and think. It is a word many of us have heard. Perhaps we have not heard or seen this word in this form but in one form or another. The meaning of this word, in many ways, appears to be describing an impact of the …
Are You Marketing To A Buyer Persona Only? Why A New B2B Persona Paradigm Is Needed. Read More »
Frustrated personnel. Frustrated at not being able to do a better job. Frustrated at not being able to help customers. Frustrated at learning there are better ways but no plan in place to improve. Feeling helpless to do anything about their frustrations. Which is, until now. The enabling wave of digital technology and the democratization …
Are You Prepared For B2B User Demand Generation? Read More »
