Buyer insight

Buyer Activism Will Rise Among B2B Buyers

Buying Decisions Are Affected By Intensified Buyer Activism Sentiments During the past decade, we have seen a significant rise in consumer activism. And that has translated to a rise in both brand activism as well as shareholder activism. We have seen consumers changing buying behaviors with their pocketbooks. Refusing or boycotting certain brands due to their social or …

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ESG Accountability

The Significance of ESG in a New World Order of Business

Businesses Will Need To Reassess ESG Stance Beyond Just Environment The Russia-Ukraine conflict is ushering in a new world order of business.  While our eyes were focused on whether we will enter a post-pandemic or an endemic way of handling the COVID-19 virus, another tectonic shift was happening.  It happened this past week with the …

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Unified buyer strategies

From Fragmented to Unified Insight-Driven Buyer Strategies

B2B Leaders Must Develop Unified Approaches to Buyer Strategies and Customer-Centricity Even though the business world is experiencing tumultuous change, B2B’s structure and governance are still very much fragmented.   Hierarchy dominates.  Functions and departments are represented by an elevator button.  Stop at a reception desk of a typical multi-story B2B corporation headquarters, you are likely …

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Why Earned Buyer Insights Are Vital to the Future of B2B Marketing

Earned Buyer Insights Are Critical to Being Relevant to Buyers At the start of the year, I elaborated on the idea that empathy is derived from a place of deeper understanding. In today’s business climate, the right to gain this deeper understanding must be earned.  For leaders, it is easy to say to their teams …

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early buyer insights system

Building an Early Buyer Insights System Can Save You Trouble

Early Buyer Insights Can Alert Leaders To Risks And Opportunities We are living in a time like no other.  Where predictability is more elusive than we could have ever imagined.  Buyers, consumers, and people, in general, are changing their behaviors continuously and rapidly.  The heads of many buyers and consumers spin as each bit of …

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Buyers face endemic new realities

Buyers Are Facing New Endemic Realities

4 Buyer Challenges Can Be Endemic For A Decade For the past two years, we have been living in a state of an enduring COVID-19 pandemic.  New variants have disrupted countries, economies, markets, and industries.  Some detrimentally.  Business buyers have had to navigate new and mounting challenges.  Making planning less predictable.  Uncertainty reigns in business. …

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buyer personas are a compass

The Value of Buyer Personas in Times of Uncertainty

Buyer insights and buyer personas act as a compass for business leaders in uncertain times. We are living in times of tumultuous upheaval.  A world turned upside down and rife with uncertainty.  It seems just when we may have a clearer picture of how six months to a year may go, unpredicted events make that …

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buyers buyer personas

The Problem With Not Knowing Your Buyers

Lack of insights about buyers creates an inability to solve problems Over the last twenty years, since founding the concept of buyer personas, I have worked with many leaders.  Leaders that are responsible for their overall business, marketing, or sales functions.  What I often hear is the need to get more insights about their buyers …

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Buyers have changed

The Virus Has Changed. So Have Buyers.

Business Must Adapt To New Realities In Changing Buyer Behaviors The Omicron variant of Covid-19 has produced the most dramatic surge in the pandemic since the initial onset of the pandemic.  Despite early indications the virus causes milder forms of illness, the degree of disruption is substantial.  Although impossible to measure, the impact on the …

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Elizabeth Holmes the new face of overpromised and underdelivered

Overpromised and Underdelivered Exasperate Buyers

Buyers, consumers, audiences, investors, and voters have all faced, at one time or another, hyperbole.  Where something is hyped, and an overpromised outcome is touted.  That something, underdelivered, can be a product, service, performance, technology, or program. The tolerance level for accepting underdelivered outcomes has been getting lower.  In buyer insights research interviews during the …

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