Buyer

Helping Buyers To Buy

Is Helping Buyers To Buy Really The Right Mindset?

Marketing And Sales Teams Should First Align With An Important Buyer Mindset Before Jumping In Helping Buyers To Buy The phrase – “helping buyers to buy” – has been a new mantra for the past three to five years.  The use of this phrase has picked up steam during the pandemic.  In various webinars, online …

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Buyer Trust

4 Paths To Building Buyer Trust Through Empathy And Humility

Buyer Trust Is Elusive For Most Marketing And Sales Teams Unless They Can Balance Empathy And Humility Marketing and sales traditionally believe that the path to building buyer trust is by providing answers. Answers to buyer problems and challenges.  In fact, each prime their channels with marketing content or sales guides at the ready with …

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Buyer Aligned

Buyer Aligned Sales Processes Are In Need Of A Redesign To Succeed In A New Era For B2B

B2B Organizations Must Reinvent To Accomplish Buyer-Aligned Strategies Post-Pandemic In the lexicon of business, especially B2B, words and phrases can take on so many different meanings.  That they, in effect, lose their intended purpose after a while.  For instance, you most likely have heard or read something about the buyer-aligned sales process within the past …

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B2B Buyer Content Fatigue Is A Very Real Thing And A Big Problem

The global COVID-19 pandemic has exacerbated the effect of fatigue on people from all walks of life.  We are feeling pandemic fatigue from vigilant following of guidelines.  Business professionals are burning out from Zoom meeting fatigue.  Our courageous frontline health care workers are nearing collapse from the fatigue of long intense hours.  Single mothers and …

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The Intrepid Buyer

When I was a young boy, I was fascinated by the history of the Lewis and Clark Expedition that began in May of 1804.  An exploration to chart and explore the Louisiana Purchase Territory at the behest of President Thomas Jefferson.  Lewis and Clark spent the fall and winter of 1803-1804 in preparation. Requisitioning supplies …

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illustration by Eucalyp

Why The Buyer Transformation Is The Only One That Will Matter By 2020

A hot buzzword during the past couple of years has been digital transformation.  It has branched off a few more in the world of marketing and sales: Martech Transformation Sales Transformation CX Transformation Customer Engagement Transformation I am sure there are more.  At the risk of being a buzz killer, there is something amiss about …

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6 Variables Making Buyer Insights Driven Sales Transformation Critical By 2020

For the past few decades, solution-based selling was the dominant theme in building sales organizations.  Solution-selling methodologies and training proved to be a big business.   B2B organizations reworked their sales organization and invested heavily to be more consultative with buyers. B2B entities are finding it hard to let go and prepare for sales transformation in …

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Are Your Buyer Personas Data Overkill?

As the concept of buyer personas has crept into the conscious of both B2C and B2B Marketing, so has misguided representations of buyer personas become prevalent.  With many touted frameworks and processes being representative of buyer personas in name only.  These misrepresentations have also led to a tendency to throw everything, including the kitchen sink, …

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4 Myths Preventing True B2B Customer Understanding

There is a big problem when it comes to B2B customer research.  And, most B2B executives may be unable to see or recognize the problem.  The scarier notion is some may not even know it exists. What is this big problem? According to various studies over the years (by credible institutions such as Harvard) regarding …

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