B2B Sales

Redefine Your Buyer Personas For A Winning Recovery In 2021

Some of our all-time favorite movies involve an actress or actor transforming into a character that made them entirely unrecognizable.  Through the use of make-up, prosthetics, and costumes, an actor and actress can perform as a historical or fantastical figure.  A most recent example is the 2019 movie, Judy.  Which was about the life of …

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Buyer-Enabled Selling: The Next Progression In B2B Sales

Social progress has often been a marker defining history.  In the last one hundred years, there are many examples.  Women earning the right to vote.  The civil rights movement of the 1960s.  Legalization of same-sex marriage. These are just a few of many.  Each with a narrative arc progressing from resistance to eventual acceptance.    …

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How B2B Leaders Can Navigate 2021 Uncertainties With Buyer Insight

One of the most fascinating figures in American business history was that of Lee Iacocca.  Iacocca, who died at the age of 94 in 2019, was a visionary leader who was the only executive in modern times to lead two of the Big Three American automakers.  Ford and Chrysler.  At Ford, he was best known …

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Three Buyer Insights To Consider When Engaging B2B Buyers In A COVID-19 World

Accelerant.  A word we are beginning to hear and see more often.  It is being used to describe the effects of COVID-19 in shaping B2B buyer behaviors.  Pre-pandemic, it was expected buyer behavior trends may evolve over a five to ten-year period.  Now, buying behavioral trends have been lit with lighter fluid as the coronavirus …

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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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Reset Your Buyer Strategy In COVID-19 Revival

For many leaders in sales and marketing, the year 2020 will go down in history as one of the most challenging in their careers thus far. The impact of the coronavirus pandemic will represent the most significant disruption in B2B commerce in many decades.  We are witnessing the greatest digital shift of work and commerce …

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3 Forces Shaping The Future Of B2B Marketing

Many executives, particularly Chief Marketing Officers, are in constant pursuit of understanding changing buyer behaviors and markets.  Which, for the most part, remains an elusive and challenging endeavor.  In the past ten plus years, we have seen a tumultuous upheaval in both the world of buyers and how marketing is adapting. As business leaders and …

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Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing

In the 15 years since originating the concept of buyer personas in 2001, there has been one issue that continues to plague fully understanding exactly where, how, and why buyer personas can be beneficial.  Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts.  …

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