Business-to-business

How Buyers Decide When They Don’t Care About Your Competitive Advantage

In today’s emerging digital age, understanding buying behaviors is becoming job one for many B2B organizations.  Faced with relentless new demands from customers and buyers, B2B leaders must map out a course of transformation.  This transformation involves being relevant in today’s complex marketplaces by an equally relentless focus on customers and buyers. End of Sustainable …

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Latest Report: Why B2B Content Marketing is Failing B2B Buyers

The report is staggering.  After spending millions of dollars on content marketing, B2B marketing appears to have taken a few steps backward. The report I refer to is the 11-page report, produced by the CMO Council and Netline, entitled: Better Lead Yield in the Content Marketing Field.  While this report focused on new content ROI, it …

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6 Zones of Buyer Insights to Help You Target the Right B2B Buyer (Using the Buyer Insight Map)

  Getting to know what is on the minds of buyers today is a hard proposition.  Sometimes, without this knowledge, it is like navigating a minefield.  One misstep and all your efforts with potential buyers can blow up on you.  Leaving you wondering why. With the buyer-seller world flipped upside down, acquiring deep profound buyer …

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10 Ways to Know Your B2B Buyers Deeply Using the Buyer Persona Canvas

Getting in alignment with buyers today is no easy feat.  Every time there is a quarterly review, a pipeline review, and just any kind of review – there is the lingering wish to know more about your buyers. Insight into buyers is harder to come by.  The business world has been flipped upside down when …

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What is a Buyer Persona? Why the Original Definition Still Matters to B2B

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 …

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Buyer Foresight: Article Roundup Vol. 1

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: …

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What is a Buyer Insight?

“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 …

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Map Content to the 5 Phases of the B2B Buyer Persona Buying Cycle

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 …

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5 Buyer Behaviors Reshaping B2B Marketing

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 …

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