Buyer Insights Research

buyer persona face headwinds

4 Headwinds B2B Buyers Will Face in the Future

B2B Buyers Will Endure Ongoing Challenges Ahead From an overarching perspective, some industries have enjoyed a robust recovery coming out of the pandemic while others are still in a slow slog.  In engaged B2B buyer research I have been conducting, there appear to be strong headwinds ahead for buyers to contend with.  Inflation will only […]

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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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Rethinking Buyer Insights

Rethinking Buyer Insights in a Changing World

Business Leaders Must Adapt Buyer Insights Generation To Rapid Pace Of Change The world continues to evolve.  The pace of change like it has never been.  Certainty and predictability are illusory in nature.  What we have learned, in the past two years especially, is that buyers’ goals and behaviors are undergoing constant change.  As are

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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 preconceived notions

How Business Leaders Can Guard Against Inaccurate Preconceived Notions About Buyers

Challenging Preconceived Notions About Buyers is a Two-Way Street Over the course of many years and just a few years as well, business leaders and organizations can develop preconceived notions about buyers and customers.  In large organizations that have been in existence for decades, preconceived notions can become institutionalized.  Becoming like dogma with multiple stories

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buyer insights interpreting

Buyer Insights Are a Matter of Interpretation

The critical skill of interpreting buyer insights is needed to achieve actionable outcomes A common thread in the many executive-level conversations and interviews I have had in the last twenty years is that of a lack of insights.  Specifically, a lack of insights into their buyers and customers.  The lack of buyer insights is consistently

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buyer goals buyer personas

How To Meet Buyers’ Goals in an Era of Uncertainty

To Accelerate Growth in Uncertain Times, Leaders Need Insights on How Buyers’ Goals are Changing We have entered a pronounced Era of Uncertainty.  The past year has bedeviled both suppliers and buyers in the world of commerce.  What was once dependable is no longer.  Uncertainty has always been an element of business commerce.  What the

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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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State of buyer Personas 2022 Survey

The State of Buyer Personas 2022 Survey is Now Open For Your Input

The 20th Anniversary of Buyer Personas Survey To Help Determine Usefulness The year 2021 marked the 20th Anniversary of the concept of Buyer Persona being founded.  It is hard to believe.  The world is a completely different one than existed in 2001 when buyer personas were first introduced.  Like all things in life, many things

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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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