Qualitative research

The COVID-19 Pandemic Has Changed Your Buyers. Do You Know How?

The surge.  The wave.  The apex.  The spike.  The spread. These terms and expressions have become part of the vernacular describing the COVID-19 pandemic.  A foreboding and ominous context.  Our country is entering the third significant reckoning of the pandemic.  More widespread than at any time.  Yet, it is a time to hang onto the […]

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Are Companies Ignoring Their Best Source For Buyer Insights?

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

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3 Forces Shaping The Future Of B2B Marketing

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

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How The Content Illusion Is Leading Marketing Astray In The Era Of Digital Transformation

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

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Is Your Organization Ready For Market Strategy In A Digital Economy?

The digitization of the global economy is resulting in a tidal wave of new business and operating models throughout the world.  Sparking rapid forms of innovations and turning existing markets upside down with new market rules and design.  Digital disruption means organizations must stay alert to how an existing market strategy may have to undergo

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Rethinking Market Strategy In A Digital Economy

The primary course of conversation in the past few years for CMO’s and their marketing teams has centered around customer centricity, customer experience, and content marketing.  For good reasons too.  Customer behaviors have significantly shifted in the last decade impacting conventional thinking on the role of marketing and sales and their abilities to connect with

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Why Context Is More Important Than Content In Marketing

The transformation to a digital economy has shifted behaviors considerably in the past decade.  Meaning marketers today must account for how to adapt to behavioral shifts caused by the omnipresence of digital and online information. As a for instance, people today have no more than a 7 to 10-second span of attention when online.  Even

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