Getting in alignment with buyers today is no easy feat. Every time there is a quarterly review, a pipeline review, and just any kind of review – there is the lingering wish to know more about your buyers. Insight into buyers is harder to come by. The business world has been flipped upside down when …
10 Ways to Know Your B2B Buyers Deeply Using the Buyer Persona Canvas Read More »
When I first founded buyer persona development a dozen years ago, I used to get asked, “What is a buyer persona?” quite often. Nowadays, as I engage in conversations about buyer personas and buyer insights, I have to remind myself to ask what the person believes a buyer persona is. Of late, there has been …
What is a Buyer Persona? Why the Original Definition Still Matters to B2B Read More »
Something new. Periodically, I will highlight a compilation of linked articles I have written to help people. The purpose is to reflect on what can truly provide new thinking for use in today’s complex business world. My hope is such reflection will help people to gain their own foresight into future possibilities. Let’s get started: …
Sherlock Holmes is the most famous fictional detective of all time. Introduced to the world in 1897 by Sir Arthur Conan Doyle. Well noted for his logical reasoning, canny ability to get people to confess, and use forensic science to solve the most heinous crimes. Given the complex nature of B2B Marketing and Sales today, …
3 Steps For Finding Profound Buyer Insights Like Sherlock Holmes Read More »
“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 …
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 …
How Activity-Based Buyer Persona Development Generates Opportunities Read More »
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 …
Map Content to the 5 Phases of the B2B Buyer Persona Buying Cycle Read More »
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 …
How Google is Beating Apple with Buyer Foresight (What B2B Marketing Can Learn) Read More »
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 …
3 Ways to Be a Market Leader with Buyer Foresight Read More »
