B2B Marketing

Buyer Activism Will Rise Among B2B Buyers

Buying Decisions Are Affected By Intensified Buyer Activism Sentiments During the past decade, we have seen a significant rise in consumer activism. And that has translated to a rise in both brand activism as well as shareholder activism. We have seen consumers changing buying behaviors with their pocketbooks. Refusing or boycotting certain brands due to their social or […]

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Unified buyer strategies

From Fragmented to Unified Insight-Driven Buyer Strategies

B2B Leaders Must Develop Unified Approaches to Buyer Strategies and Customer-Centricity Even though the business world is experiencing tumultuous change, B2B’s structure and governance are still very much fragmented.   Hierarchy dominates.  Functions and departments are represented by an elevator button.  Stop at a reception desk of a typical multi-story B2B corporation headquarters, you are likely

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buyer persona face headwinds

4 Headwinds B2B Buyers Will Face in the Future

B2B Buyers Will Endure Ongoing Challenges Ahead From an overarching perspective, some industries have enjoyed a robust recovery coming out of the pandemic while others are still in a slow slog.  In engaged B2B buyer research I have been conducting, there appear to be strong headwinds ahead for buyers to contend with.  Inflation will only

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Why Earned Buyer Insights Are Vital to the Future of B2B Marketing

Earned Buyer Insights Are Critical to Being Relevant to Buyers At the start of the year, I elaborated on the idea that empathy is derived from a place of deeper understanding. In today’s business climate, the right to gain this deeper understanding must be earned.  For leaders, it is easy to say to their teams

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digital b2b buying

The Future of B2B Buying is Closer Than We Think

B2B Sales and Marketing Executives Need To Adapt to Digital B2B Buying I recently read a thought-provoking article on the future of B2B buying by Brent Adamson, the author of the Challenger Sale and The Challenger Customer.  Brent also serves as Distinguished Vice President for Gartner.  He has been one of the brightest thinkers when

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Buyers preconceived notions

How Business Leaders Can Guard Against Inaccurate Preconceived Notions About Buyers

Challenging Preconceived Notions About Buyers is a Two-Way Street Over the course of many years and just a few years as well, business leaders and organizations can develop preconceived notions about buyers and customers.  In large organizations that have been in existence for decades, preconceived notions can become institutionalized.  Becoming like dogma with multiple stories

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buyers buyer personas

The Problem With Not Knowing Your Buyers

Lack of insights about buyers creates an inability to solve problems Over the last twenty years, since founding the concept of buyer personas, I have worked with many leaders.  Leaders that are responsible for their overall business, marketing, or sales functions.  What I often hear is the need to get more insights about their buyers

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Earn The Right To Gain Buyer Empathy

The word and the premise of empathy have become quite the buzzword in business and marketing.  Especially so since the advent of and the ongoing COVID-19 pandemic.  There is widespread consensus that having empathy is a good thing.  A must-have to connect with buyers and customers. A place to start for most organizations and individuals

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Why do buyer buy

If You Cannot Answer Why Buyers Buy – You Cannot Lead

Important to leadership yesterday, today, and in the future is the ability to answer important “Why” questions.  A significant trait that is necessary to lead organizations.  Be they B2B or B2C entities.  Perhaps no “Why” question is more important to B2B or B2C leadership than this: Why do our buyers and customers buy? In my

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Great Buyer Resignation

The Great Buyer Resignation

One of the big stories of the year 2021 and the Covid-19 pandemic has been the “Great Resignation” of workers in many consumer and business sectors.  There are a variety of reasons cited.  Including lack of adequate childcare, health, industries severely impacted by the pandemic, acting upon personal interests, and early retirement.  To name a

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