Business

Is Your Organization Listening To Your Buyers? (How It Can Using 4 Stages of the Buyer Insight Maturity Model)

We hear it all the time.  The mantra of being customer and buyer focused.  Every year it shows up in one document or another.  It is widely announced at the beginning of each year.  The national meetings and celebrations fire up the troops.  Then, like a slow warping LP record in the hot sun, it begins […]

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How to Find the Critical Buying Path of Your B2B Buyer (Using the Buyer Decision Model)

Lately, attempts to visually show buying processes or buyer journeys have come in all shapes and sizes.  They have ranged from the traditional funnel to circles, galaxies, maps, rings, and whatever Lego type shapes can be mustered.  Names for the different phases and stages seem to be – well – all over the map.  I

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Use Buyer Insights to Make Better Decisions

The need for insight into buyer goals, needs, and behaviors has never been more important.  It is an essential pathway towards gaining a consistent jump on your competitors.  Profound buyer insights give business leaders, like you, the understanding needed to make the right decisions at the right time. Informed Decisions To make informed decisions means we

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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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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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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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How Activity-Based Buyer Persona Development Generates Opportunities

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

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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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4 Reasons Why Content Marketing Should Care About Audience Development

Over the past year, questions about content marketing effectiveness are beginning to surface.  The Content Marketing Institute as well as a survey sponsored by eConsultancy, indicated belief in effectiveness was under 40%.  Most recently, SiriusDecisions made this statement: “Fully 60 to 70 percent of content churned out by b-to-b marketing departments today sits unused. This

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