The primary course of conversation in the past few years for CMO’s and their marketing teams has centered around customer centricity, customer experience, and content marketing. For good reasons too. Customer behaviors have significantly shifted in the last decade impacting conventional thinking on the role of marketing and sales and their abilities to connect with …
One of the most under-realized areas of understanding in marketing today has to do with the powerful influences of buyer goals and their goal-directed behaviors. This is especially true in B2B marketing. Most notably, in terms of understanding the impact of buyer goals on how buyers conduct informational searches, as well as, gather content and make …
The Influence Of Buyer Goals On Content And The Search For Good Ideas Read More »
The calendar is usually full. Exercise coming from jogging from one meeting to the next. Engrossed in the daily demands for time and being in the moment of now. The now being a crisis or a looming project deadline. The gnawing feeling of something being missed about customers and buyers never going away. The world …
3 CMO Signals For Sensing Shifts In Buyer Decision Behaviors Read More »
On the minds of many CEOs for this year and beyond is making business growth a top priority. From the likes of surveys by IBM and Gartner to surveys by the multitude of research firms across the globe, the one consistent driver identified by CEOs is that of business growth. Coming out of the doldrums …
Use Buyer Personas To Align Marketing With Business Growth Strategies Read More »
The digital economy continues to evolve at a fast clip. New technologies are being introduced nearly every month. Startups are ascending while long tenured organizations suddenly find themselves on shaky grounds. New services and product introductions are falling flat. Making the pursuit of understanding why customers are buying or not buying most difficult for many …
How To Gain Deep Insights Into New Customer Buying Behaviors 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 …
As we hit the middle of this decade, B2B buying behavior is about to undergo more significant changes. It will change not only in whom we identify as buyers, but also in how B2B buyers interact to make purchases. Last year, in well over one hundred buyer interviews conducted on behalf of several B2B organizations involved in …
What More Than 100 Buyer Interviews Say About B2B Buyer Behavior In 2015 Read More »
You cannot fake it. You should not even try. What am I talking about? We have plenty of efforts these days focused on humanizing in B2B Marketing. Which I believe is most definitely a good thing. However, we also have more savvy and knowledgeable customers and buyers in the digital age. And, one thing I …
When products or services look similar, are called by similar names, or represented to be the same as, this can lead to confusion. When it comes to buyer personas, this is more common than it should be. In helping several B2B organizations directly or in advising recently, I have noticed the confusion become more prominent. …
