When I first founded buyer persona development a dozen years ago, I used to get asked, “What is a buyer persona?” quite often. Nowadays, as I engage in conversations about buyer personas and buyer insights, I have to remind myself to ask what the person believes a buyer persona is. Of late, there has been
What is a Buyer Persona? Why the Original Definition Still Matters to B2B Read More »
Something new. Periodically, I will highlight a compilation of linked articles I have written to help people. The purpose is to reflect on what can truly provide new thinking for use in today’s complex business world. My hope is such reflection will help people to gain their own foresight into future possibilities. Let’s get started:
Buyer Foresight: Article Roundup Vol. 1 Read More »
Sherlock Holmes is the most famous fictional detective of all time. Introduced to the world in 1897 by Sir Arthur Conan Doyle. Well noted for his logical reasoning, canny ability to get people to confess, and use forensic science to solve the most heinous crimes. Given the complex nature of B2B Marketing and Sales today,
3 Steps For Finding Profound Buyer Insights Like Sherlock Holmes Read More »
“What exactly is a buyer insight?” I was asked this recently. It made me think. It is a term you hear and easy to quickly assume you know. Turns out, there seems to be confusion given the rise in the use of the term “insight”. Defined A good place to start is with a brief
What is a Buyer Insight? Read More »
We are busy people. Our business and personal days are filled with activities. The activities we engage in usually are designed to help us accomplish either a business or personal goal. For example, I get up early and go to the gym and engage in the activities of exercising. Not because I just want to
How Activity-Based Buyer Persona Development Generates Opportunities Read More »
B2B business strategies were much simpler back in the day. In the pre-Internet and pre-digital age, the target of one customer or buyer was an accepted viewpoint. We are no longer back in those days. We are in the new digital age. This new age consists of more complexity, collaboration, co-creation, and new emerging buying
Map Content to the 5 Phases of the B2B Buyer Persona Buying Cycle Read More »
At the recent Google I/O 2013 Keynote, Google announced a laundry list of new enhancements and services. Solidifying its’ game plan of playing offense rather than defense with innovation. Which, at this writing, is putting the challenge on Apple to respond. My thoughts shared here are heavily influenced by a brilliant article from Mike Myatt
How Google is Beating Apple with Buyer Foresight (What B2B Marketing Can Learn) Read More »
Every company has aspirations to become the market leader in their space. Leading your market has built-in advantages over your competition. Market leadership helps to ensure a level of stability and longevity. Getting there and staying there is the hard part. The demands of the market and the buyers within them can set the bar
3 Ways to Be a Market Leader with Buyer Foresight Read More »
One thing we can count on is by the time you have finished reading this buying behavior may have been altered one again. Changes in buyer behaviors continue unabated. This is making it difficult for marketing and sales leaders to plan the right mix of strategies and tactics resulting in a winning formula. 5 Buyer Behaviors
5 Buyer Behaviors Reshaping B2B Marketing Read More »
The more change occurring the more questions arise. This year is no exception. B2B Marketers are experiencing on evolving as well as new challenges as we start to hit stride in 2013. What are the big future questions for B2B Marketers? Let’s look at a few: How do we generate more leads and keep them?
7 Big Questions for B2B Marketers in 2013 Read More »
