GTM Strategy Requires Deep Understanding of Buyers On Thursday, December 8, I will be giving a 45-minute talk on the importance of understanding buyers today to meet GTM Strategy challenges in a post-pandemic world. It is a pleasure to accept this invitation from BrightTALK and TechTarget. Two supporters on the need for insights and the …
Join Me For a Talk on GTM Strategy in a Post-Pandemic World Read More »
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 …
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 …
From Fragmented to Unified Insight-Driven Buyer Strategies Read More »
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 …
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 …
Why Earned Buyer Insights Are Vital to the Future of B2B Marketing Read More »
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 …
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 …
Building an Early Buyer Insights System Can Save You Trouble Read More »
Business leaders must aspire for human-centered insights, not just intelligence Many businesses today, in their marketing and sales operations, have an insatiable thirst for data and intelligence about their buyers and customers. The last two decades have seen a rapid rise in multiple forms of analytics and intelligence applications. Starting with simplified data software programs …
Put Insights at the Heart of Buyer-Focused Strategies Read More »
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 …
An organization’s brand vision must show a better future for buyers We are living in what can seem like a never-ending time of unpredictability and instability. Two years into a worldwide pandemic. It is a long time. With no predictable end in sight. I referred to this time recently as an Era of Uncertainty. An …
