Buyer Insights Research

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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Why do buyer buy

If You Cannot Answer Why Buyers Buy – You Cannot Lead

Important to leadership yesterday, today, and in the future is the ability to answer important “Why” questions.  A significant trait that is necessary to lead organizations.  Be they B2B or B2C entities.  Perhaps no “Why” question is more important to B2B or B2C leadership than this: Why do our buyers and customers buy? In my

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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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Great Buyer Resignation

The Great Buyer Resignation

One of the big stories of the year 2021 and the Covid-19 pandemic has been the “Great Resignation” of workers in many consumer and business sectors.  There are a variety of reasons cited.  Including lack of adequate childcare, health, industries severely impacted by the pandemic, acting upon personal interests, and early retirement.  To name a

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Buyer Persona

5 Essential Reasons To Create In-House Buyer Persona Expertise

Marketing and Sales Leaders Can Increase Their Value Through In-House Buyer Insights and Buyer Persona Development Capabilities Since the origins of the buyer persona concept in 2001, buyers and their buying behaviors have always been in a constant state of change.  What is different today versus the earlier 2000s is the pace of change is

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Buyer Persona Sales

Why A Buyer Persona Sales System Is Needed In A New Era Of B2B

Sales Leaders Will Need To Implement A Buyer Persona Driven Sales System To Adapt To New Buyer Behaviors And Preferences The past year of 2020 into 2021 will be looked at as one of the more transformative years to hit B2B sales in many a decade.  Rocked to a standstill by the Covid-19 pandemic, sales

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Buyer Persona

3 Ways To Encode Buyer Persona Goals Into Your Organization’s DNA

Marketing and Sales Leaders Must Build Core Competency of Understanding Buyer Persona Goals We have heard the terms “organizational DNA” or “company DNA” often in attempts to articulate what an organization’s culture may be like.  Sometimes, culture and DNA are used interchangeably.  If we get scientific, we know that DNA can have a higher degree

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