Understanding

CMO 2014: Achieve CMO and CEO Alignment With Powerful Insights

2013 may turn out to be a watershed year.  According to PWC’s (Price, Waterhouse Cooper) annual survey of CEO’s, nearly 65% view building a customer-focused organization as one of their top priorities.  Along with this top priority comes a willingness to invest time and money into developing customer intimacy and expanding their customer bases.   What […]

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Are You Marketing To A Buyer Persona Only? Why A New B2B Persona Paradigm Is Needed.

I came across a word recently, which made me pause and think.  It is a word many of us have heard.  Perhaps we have not heard or seen this word in this form but in one form or another.  The meaning of this word, in many ways, appears to be describing an impact of the

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Up Your Game On Buyer Insight Research For Quality Buyer Personas

What has become abundantly clear to is this: understanding your prospects and customers is essential.  B2B companies who outperform their competitors are doing so with deep insights into how their buyers are behaving.  More importantly, learning the “why” of the behaviors driving their customers and prospects to make a purchase decision. Behind The Curve Many

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Are Your Buyer Personas More About You Than Your Buyers?

Recently, I was asked if I would help review a set of completed buyer personas.  It turned out to be an interesting exercise.  As I usually find when helping people with their questions and challenges.  This particular instance resurfaced one of the major pitfalls of buyer persona developments.  Which is all too common today. Context

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Is 80% Of Your Content Marketing A Swing And A Miss?

Lately, recent studies and reports on the effectiveness of content marketing have been sobering.  Content marketing ineffectiveness continues to be a hard-pressed issue for B2B organizations making substantial investments in content strategies.  A new study indicates content may just be playing a hit or miss game. Alert Mikal Belicove, a su_columnist and contributor to Forbes.com,

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Are You Frustrating 33% Or More Of Your Buyers?

33%.  One third.  If you have 3,000 buyers, this means 1,000 buyers.  Having 10,000 means 3,000.  Up to 100,000 means 30,000.  This is how many buyers you can potentially be frustrating.  This is a lot of buyers. A Big Problem As I was reviewing the Buyersphere Report 2013 produced by Base One and B2B Marketing

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The Gap. Can You Fill It? 3 Ways You Can.

How the world has changed.  Yet, how things remain the same.  One thing remaining the same is the gap.  And, how the gap is filled. What Is The Gap? Customers and buyers, no matter the market or industry, are in constant motion to fill the gap.  You see, they have a gap between what is

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How To Boost Content Marketing Effectiveness with Buyer Persona Scenarios

(This is part two of a three part series on the use of Buyer Persona Stories™, Buyer Persona Scenarios™, and Buyer Persona Story Mapping™ to drive effective content marketing strategy.) Understanding what activities buyers perform as they attempt to solve complex problems has been a challenge in the digital age.  The activities of buyers are

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Do You Know What Your Buyers Value When Making A Purchase Decision?

The importance of knowing what buyers value is unmistakable.  Yet, trying to understand what they are can be fuzzy.  Buyers are not always clear in articulating, which makes our ability to understand challenging. Understanding buyer value drivers is important to developing a compelling value proposition.  You need to balance both sides of the coin to

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Use Buyer Insights to Make Better Decisions

The need for insight into buyer goals, needs, and behaviors has never been more important.  It is an essential pathway towards gaining a consistent jump on your competitors.  Profound buyer insights give business leaders, like you, the understanding needed to make the right decisions at the right time. Informed Decisions To make informed decisions means we

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