A significant shift in how buyers choose to interact with selling organizations has been underway for the past year. The global pandemic altering seller and buyer interactions in ways unimagined just a few short years ago. A recent McKinsey study suggests that two-thirds of buyers will prefer to keep self-serve interactions or a form of …
Buyers Ignoring You Is Not The Only Change Going On Read More »
Despite turning the calendar from 2020 to 2021, we find ourselves starting the new year in more turmoil. A catastrophic COVID-19 pandemic that continues to increase in scope. The hope of the vaccines tempered as the rollout encounters delays. And the disturbing insurrection at our capitol causing national anxiety. To ignore these in a business …
Five Intangible Buyer Behavior Trends To Monitor In 2021 Read More »
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 …
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 »
In the 15 years since originating the concept of buyer personas in 2001, there has been one issue that continues to plague fully understanding exactly where, how, and why buyer personas can be beneficial. Compounding the issue today is the prevalent use of the term buyer persona to describe customer segmentation and buyer profiling efforts. …
Confusing Customer Segmentation, Buyer Profiling, and Buyer Personas Harms Marketing Read More »
The stunning outcome of Britain’s decisive vote to exit the European Union has caught the political, economic, and business world by surprise. Creating uncertainty in world financial markets, the future of the European Union, the pace of globalization, how to strategically plan for an eventual exit, and how to prepare for potential risk from this …
Why Brexit Will Affect The Future Of Global Business Marketing Read More »
In 2016, we will mark the fifteenth year since buyer personas were first introduced. The journey, however, continues towards professionals and organizations gaining a true understanding of what buyer persona development entails. What is clear is buyer personas are now entering the mainstream of dialogue when it comes to overall customer understanding. Incorporating Survey Data …
State Of Buyer Personas 2016: Strong Correlation Between Effectiveness And Goals 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 …
As we have all experienced, our hyper-connected world is becoming more chaotic with more mediums vying for our attention. Advanced digital technologies have meant more channels to hear, see, and search for information. For many consumers as well as business buyers, the overwhelming availability of choices can create anxiety-laden confusion. Causing a seemingly straightforward effort …
Gaining The Attention Of Buyers In A Hyper-Connected World 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 »
