Earned Buyer Insights Are Critical to Being Relevant to Buyers At the start of the year, I elaborated on the idea that empathy is derived from a place of deeper understanding. In today’s business climate, the right to gain this deeper understanding must be earned. For leaders, it is easy to say to their teams …
Why Earned Buyer Insights Are Vital to the Future of B2B Marketing Read More »
The critical skill of interpreting buyer insights is needed to achieve actionable outcomes A common thread in the many executive-level conversations and interviews I have had in the last twenty years is that of a lack of insights. Specifically, a lack of insights into their buyers and customers. The lack of buyer insights is consistently …
Regional one size fits all approach can hinder global growth with buyers The ability to implement and execute global growth strategies has become one of the most important jobs of leaders. A common approach is to apply strategies to different geographic regions of the world. Slightly modifying based on assumed cultural aspects of how buyers …
Understanding a Divergent World of Buyer Mindsets and Decisions Read More »
Marketing and Sales Leaders Can Increase Their Value Through In-House Buyer Insights and Buyer Persona Development Capabilities Since the origins of the buyer persona concept in 2001, buyers and their buying behaviors have always been in a constant state of change. What is different today versus the earlier 2000s is the pace of change is …
5 Essential Reasons To Create In-House Buyer Persona Expertise Read More »
Marketing Leaders Can Use 4 Approaches Involving Buyer Personas To Create A Brand Story Buyers Will Want To Read Some of the best books ever written often involve an engaging central character or several central characters. Stories are written that revolve around a plot of the central character facing and overcoming challenges. A non-fiction book …
4 Helpful Elements Of Buyer Personas Essential To Your Brand Storytelling Read More »
The new year is almost one-month-old. In less than three weeks, the country has experienced a time like no other. Where the degree of uncertainty about our future has intensified. The chaos surrounding the vaccination rollouts and the political climate has altered the degree of hoped-for certainty. Such a turn of events has an impact. …
Future-Enabling Buyers Will Be Key In 2021 And Beyond Read More »
The prevalent uncertainty of the COVID-19 pandemic in 2020 will remain and be a part of 2021. There is no getting around it. The inevitable surge of the winter months into spring of 2021 will make sure of that. While vaccines offer a pathway to an increase in business activity beyond the computer screen, it …
Funnels, stages, paths, journeys, and more labels that suggest some form of a linear line of thinking has dominated marketing and sales for decades. Whereby the notion of awareness, evaluation, consideration, and the purchase decision is built-in to these views. In reality, whatever labels have been applied, there are more similarities than differences. As forward-thinking …
The Buyer’s Journey Will Transform Into The Buyer’s Quest Read More »
(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 …
In the past few years, the data analytics revolution has continued unabated in the worlds of B2B and B2C. The rise of data analytics is resulting in increased budgets and staff to account for the volume of data that can now be computed and accessed. This growth in the volume of data has spawned numerous …
Are Companies Ignoring Their Best Source For Buyer Insights? Read More »
