Buyer journey

How Buyers Decide When They Don’t Care About Your Competitive Advantage

In today’s emerging digital age, understanding buying behaviors is becoming job one for many B2B organizations.  Faced with relentless new demands from customers and buyers, B2B leaders must map out a course of transformation.  This transformation involves being relevant in today’s complex marketplaces by an equally relentless focus on customers and buyers. End of Sustainable …

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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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10 Ways to Know Your B2B Buyers Deeply Using the Buyer Persona Canvas

Getting in alignment with buyers today is no easy feat.  Every time there is a quarterly review, a pipeline review, and just any kind of review – there is the lingering wish to know more about your buyers. Insight into buyers is harder to come by.  The business world has been flipped upside down when …

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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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5 Buying Behaviors of the Persona Buying Cycle

“It is good to have an end to journey toward; but it is the journey that matters, in the end.” ― Ernest Hemmingway The concept of buyer personas, as a means for understanding buyers, has been around now for over a decade.  It is an understatement to say many things have changed in the world …

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