The word and the premise of empathy have become quite the buzzword in business and marketing. Especially so since the advent of and the ongoing COVID-19 pandemic. There is widespread consensus that having empathy is a good thing. A must-have to connect with buyers and customers. A place to start for most organizations and individuals …
For many leaders in sales and marketing, the year 2020 will go down in history as one of the most challenging in their careers thus far. The impact of the coronavirus pandemic will represent the most significant disruption in B2B commerce in many decades. We are witnessing the greatest digital shift of work and commerce …
(This was one of the most popular articles written in 2017. It is profoundly applicable to this year – 2018. Buyer insights into how buyers make choices and decisions remain critical.) Many executives, particularly Chief Marketing Officers, are in constant pursuit of understanding changing buyer behaviors and markets. Which, for the most part, remains an …
Every couple of years, a new acronym or buzzword takes a foothold in the world of marketing. ABM, the acronym for Account-Based Marketing, is the latest rage. It is an example of how an old concept can be recycled and be claimed anew again. In the 1980’s and 1990’s, ABS, the acronym for Account-Based Sales, …
Power Account-Based Marketing With Buyer Insights Read More »
Many executives, particularly Chief Marketing Officers, are in constant pursuit of understanding changing buyer behaviors and markets. Which, for the most part, remains an elusive and challenging endeavor. In the past ten plus years, we have seen a tumultuous upheaval in both the world of buyers and how marketing is adapting. As business leaders and …
B2B companies are faced with the most transformative era in business history. On a greater scale than that of the first Industrial Revolution over a century ago, we are witnessing a technological and digital revolution that will disrupt business-to-business profoundly in the next 10 years. The scale of which is still unpredictable and undoubtedly will …
The digitization of the global business economy has been taking place at an unprecedented rate. Consider this. Approximately forty years ago, 83% of the market value of the S&P 500 were tied to tangible assets – physical products. Today, the complete reverse has happened. Intangible assets, such as copyrights, patents, training, procedures, data, digital innovations, …
New Buyer Insights Needed To Unlock Growth In An Era Of B2B Digital Transformation Read More »
In the past five years, the often-unquestioned hymnal has been that to succeed in today’s digital world, businesses must produce content. Produce high-quality content, yes. But, produce massive amounts of it to get in front of customers. According to various statistics on the Internet, we are living in a world where every minute over 200 …
In numerous surveys of CEOs in the past few years, predictably, you will find growth strategies as one of the top priorities going into any new year. Strikingly, in these same few years, you will also find developing customer understanding also on the list of CEO priorities. What is changing in the past two years, …
New Approaches To Understand Customers Needed In A Digital Transformation World Read More »
In the past five years, we have seen exponential disruption each year in multiple markets. Digital technologies and resulting transformation turning markets literally inside out. Fundamentally reshaping markets in five years’ time compared to the fifty to seventy years it may have taken to build up a market. Take for instance the iconic yellow cab, …
Rethinking Buyer Personas In An Era Of Digital Transformation Read More »
