Buyer Personas

4 Ways to Turn Deep Buyer Insights Into Strategy (Using the Buyer Insights2Strategy Model)

The hunt for new opportunities is reaching a feverish pitch these days.  The drums beat louder for hitting targets.  Balancing short-term quarterly pressures with long-term growth strategies is on the minds of many business leaders.  Seeking new opportunities is the lifeblood for enduring the ride ahead in the new digital age. Striving for Balance One …

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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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6 Zones of Buyer Insights to Help You Target the Right B2B Buyer (Using the Buyer Insight Map)

  Getting to know what is on the minds of buyers today is a hard proposition.  Sometimes, without this knowledge, it is like navigating a minefield.  One misstep and all your efforts with potential buyers can blow up on you.  Leaving you wondering why. With the buyer-seller world flipped upside down, acquiring deep profound buyer …

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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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Buyer Foresight: Article Roundup Vol. 1

Something new. Periodically, I will highlight a compilation of linked articles I have written to help people.  The purpose is to reflect on what can truly provide new thinking for use in today’s complex business world.  My hope is such reflection will help people to gain their own foresight into future possibilities. Let’s get started: …

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3 Steps For Finding Profound Buyer Insights Like Sherlock Holmes

Sherlock Holmes is the most famous fictional detective of all time.  Introduced to the world in 1897 by Sir Arthur Conan Doyle.  Well noted for his logical reasoning, canny ability to get people to confess, and use forensic science to solve the most heinous crimes. Given the complex nature of B2B Marketing and Sales today, …

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What is a Buyer Insight?

“What exactly is a buyer insight?” I was asked this recently.  It made me think.  It is a term you hear and easy to quickly assume you know.  Turns out, there seems to be confusion given the rise in the use of the term “insight”. Defined A good place to start is with a brief …

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Map Content to the 5 Phases of the B2B Buyer Persona Buying Cycle

B2B business strategies were much simpler back in the day.  In the pre-Internet and pre-digital age, the target of one customer or buyer was an accepted viewpoint.  We are no longer back in those days. We are in the new digital age.  This new age consists of more complexity, collaboration, co-creation, and new emerging buying …

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How Google is Beating Apple with Buyer Foresight (What B2B Marketing Can Learn)

At the recent Google I/O 2013 Keynote, Google announced a laundry list of new enhancements and services.  Solidifying its’ game plan of playing offense rather than defense with innovation.  Which, at this writing, is putting the challenge on Apple to respond. My thoughts shared here are heavily influenced by a brilliant article from Mike Myatt …

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