Buyer Personalization Will Matter As The Balance Of Power Shifts To Buyers In A “New World Order” Of Buying In 1990, at the end of the Cold War, both President George H.W. Bush and President Mikhail Gorbachev used the term “new world order” to describe the change in the relationship between the two superpowers. Defining …
5 Ways To Supercharge Your Personalization With Buyer Persona Insights Read More »
One of my favorite apps is the Starbuck’s app. Being a coffee lover, the app is a major convenience for getting coffee at the nearest Starbuck’s location. Admittedly, the app serves very well as a motivator to stop at Starbuck’s versus elsewhere. So that I continue to reach the goal of enough stars to get …
Sometimes more is truly less. When it comes to the state of B2B content marketing and engagement, this proverb is on the mark. According to a recent study by Track Maven, one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much …
Is B2B Content Engagement Heading In The Wrong Direction? Read More »
When marketing and sales leaders often think about how buyers make decisions, they are viewed through a prism of buyers making rational and process-driven decisions. Leading to many strategies and tactics devoted to attempts to market or sell to the rationale behind decisions and buying processes. Of late, the term “buyer’s journey” has come into …
Better, deeper, insightful, and well-rounded understanding of customers and buyers is on the top of the list for many CEOs and CMOs today. In recent studies by IBM and other research studies on CEO sentiments, customer insight and understanding are identified as a top focus for CEOs. A majority of surveys also find a growing concern …
The Emerging Importance Of B2B Ethnography To Buyer Personas Read More »
For most of the past few decades, leading up to the advent of the Internet and digital technologies in the 21st century, there has been an accepted paradigm regarding B2B buying decisions. This paradigm consisted of an unquestioned notion that B2B buying decisions were disciplined, rigorous, process-based, and rational. In essence, a prevailing belief B2B …
The Role Of Emotions And Goals In B2B Buying Decisions Read More »
Business-to-Business thrives on the simple basic principle of buying and selling. With all the hoopla over the past few years regarding digital technologies and social media, it is easy to lose sight of this most basic principle, which has existed for centuries. The impact of digital and social technologies on the nature of buying and …
Goal-Directed Decision Making Drives B2B Buying And Selling Read More »
In nearly every walk of life, goals are a major influence on what we do, think, feel, and the actions we take on a daily basis. For example, we may decide to skip the fudge brownie desert in light of the health goals we are pursuing. On a much larger scale, goals are at work …
The Importance Of Goal-Directed Behaviors To Buyer Personas Read More »
You cannot fake it. You should not even try. What am I talking about? We have plenty of efforts these days focused on humanizing in B2B Marketing. Which I believe is most definitely a good thing. However, we also have more savvy and knowledgeable customers and buyers in the digital age. And, one thing I …
When products or services look similar, are called by similar names, or represented to be the same as, this can lead to confusion. When it comes to buyer personas, this is more common than it should be. In helping several B2B organizations directly or in advising recently, I have noticed the confusion become more prominent. …
