Sales

What is a Buyer Insight?

“What exactly is a buyer insight?” I was asked this recently.  It made me think.  It is a term you hear and easy to quickly assume you know.  Turns out, there seems to be confusion given the rise in the use of the term “insight”. Defined A good place to start is with a brief …

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How Activity-Based Buyer Persona Development Generates Opportunities

We are busy people.  Our business and personal days are filled with activities.  The activities we engage in usually are designed to help us accomplish either a business or personal goal.  For example, I get up early and go to the gym and engage in the activities of exercising.  Not because I just want to …

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Map Content to the 5 Phases of the B2B Buyer Persona Buying Cycle

B2B business strategies were much simpler back in the day.  In the pre-Internet and pre-digital age, the target of one customer or buyer was an accepted viewpoint.  We are no longer back in those days. We are in the new digital age.  This new age consists of more complexity, collaboration, co-creation, and new emerging buying …

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How Google is Beating Apple with Buyer Foresight (What B2B Marketing Can Learn)

At the recent Google I/O 2013 Keynote, Google announced a laundry list of new enhancements and services.  Solidifying its’ game plan of playing offense rather than defense with innovation.  Which, at this writing, is putting the challenge on Apple to respond. My thoughts shared here are heavily influenced by a brilliant article from Mike Myatt …

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3 Ways to Be a Market Leader with Buyer Foresight

Every company has aspirations to become the market leader in their space.  Leading your market has built-in advantages over your competition.  Market leadership helps to ensure a level of stability and longevity. Getting there and staying there is the hard part. The demands of the market and the buyers within them can set the bar …

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4 Reasons Why Content Marketing Should Care About Audience Development

Over the past year, questions about content marketing effectiveness are beginning to surface.  The Content Marketing Institute as well as a survey sponsored by eConsultancy, indicated belief in effectiveness was under 40%.  Most recently, SiriusDecisions made this statement: “Fully 60 to 70 percent of content churned out by b-to-b marketing departments today sits unused. This …

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One Way to Know the Ideal Buying Scenarios for Lead Nurturing

Depending on which reports you may read (Marketing Sherpa, Forrester, and etc.) approximately 60% or more of B2B businesses do not have a formalized lead nurturing program.  Yet, these same reports benchmarking such effort tell us this: companies who perform lead nurturing enjoy a better than 25% higher return on their efforts than those who …

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4 New Values Affecting How Buyers Perceive You

A key component of understanding buying decisions is gaining a reality check on how buyers perceive you and whether you match to their criteria.  How well organizations are perceived will serve as one of the primary influences shaping buying behaviors and purchase decisions. Buyer research can reveal many aspects of what comprises buyer perception.  Buyer experience is now becoming …

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