The Buyer Persona Blog

Future-Enabling Buyers Will Be Key In 2021 And Beyond

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.  Particularly on B2B buyers today.  Here are three buyer insights on impacts buyers are experiencing B2B organizations should consider today: 1 – Choices and Decisions When uncertainty is introduced or intensified, as it is now, this stymies the ability of buyers to make choices…

Five Intangible Buyer Behavior Trends To Monitor In 2021

Despite turning the calendar from 2020 to 2021, we find ourselves starting the new year in more turmoil.  A catastrophic COVID-19 pandemic that continues to increase in scope. The hope of the vaccines tempered as the rollout encounters delays. And the disturbing insurrection at our capitol causing national anxiety.  To ignore these in a business context is to be blind to the effect on our society.  Such tumultuous events will have a direct impact on buying behaviors in 2021. Organizations today will need to monitor buying behaviors as they ebb and shift in 2021.  Here are 5 intangible buying…

B2B Buyer Content Fatigue Is A Very Real Thing And A Big Problem

The global COVID-19 pandemic has exacerbated the effect of fatigue on people from all walks of life.  We are feeling pandemic fatigue from vigilant following of guidelines.  Business professionals are burning out from Zoom meeting fatigue.  Our courageous frontline health care workers are nearing collapse from the fatigue of long intense hours.  Single mothers and families are faced with virtual school fatigue.  Fatigue, it seems, is everywhere.  A key buyer insight coming out of the pandemic is B2B buyers are experiencing content fatigue. Who as a group, are undergoing the greatest barrage of content since the digitization of content…

5 Buyer Insights To Factor Into 2021 Buyer Strategies

Compress. A word that has often been used in business.  Compressed files.  Compression thinking.  To compress and flatten organizational structures.  A myriad of uses meant to communicate reduction. It is an adequate word to use when thinking about important takeaways from 2020.  A year in which a decade’s worth of future buyer trends was compressed into a single year.  With hope rising that promising vaccines will compress the length of the pandemic in 2021, we can begin to look at what to anticipate.  Especially in the second half of 2021.  Still, it is important to note the light at…

Building Buyer Confidence More Important Due To COVID-19

In sports, confidence is often mentioned as one of the key ingredients to winning.  I saw this firsthand with my daughter and her competitive experience in gymnastics.  She attended the same gym as Amy Chow, the U.S. Olympic Gold and Silver Medal winner in the 1996 Olympics.  And a team member of the 2000 Olympics.  One Saturday, while waiting for my daughter, I watched Amy do a small portion of her routine on the balance beam.  Repetitively turning and jumping on the beam for an hour.  When she was done and walked by, I asked her about what she…

Business Leaders: Do Not Ignore The Mental Health Crisis Related To The COVID-19 Pandemic

Empty office buildings dot the map of the United States.  Once bustling communities adjacent to business parks are quiet.  Restaurants and services that once served the lunch crowds from office complexes are limited to takeout or have closed their doors for good. Amidst all of this, many businesses are singing the praises of working from home.  With several large high-tech companies to keep a Work From Home policy in place until at least 2022.  Some, maybe forever.  Cropping up ubiquitously on social media platforms such as LinkedIn, Twitter, and Facebook are articles about everything virtual and remote.  Remote work,…

Will Pre-Pandemic Buyer Assumptions Prevent Recovery And Rebound In 2021?

Over time, we can build assumptions about how things work.  How things are supposed to be.  Or we cement assumptions about what people think. Or how we expect people to behave.  Oftentimes, we can create an over-reliance on past data and experiences to shape our assumptions about the present and the future.  Due to the COVID-19 pandemic, many organizations will need to ask these critical questions:  Are we relying on pre-pandemic assumptions about buyers to plan ahead?  Are we challenging and validating these assumptions?  Will the assumptions we have about our buyers prevent recovery and rebound in 2021? The…

Why B2B Organizations Fail To Turn Buyer Insights Into Growth Opportunities

We have all encountered times when we offer wisdom or counsel to a loved one or a friend – and they fall on deaf ears.  The stubborn teenager comes to mind.  As parents, no matter what advice we share does not seem to get through.  The same may occur with a friend during troubling times.  Where they ask for help but seem unwilling to accept it or see it. Sometimes, B2B organizations can act and behave in the same way.  Not even aware that they are. Since 2016, various surveys have shown that approximately 70% to 75% of CEOs…

The Intrepid Buyer

When I was a young boy, I was fascinated by the history of the Lewis and Clark Expedition that began in May of 1804.  An exploration to chart and explore the Louisiana Purchase Territory at the behest of President Thomas Jefferson.  Lewis and Clark spent the fall and winter of 1803-1804 in preparation. Requisitioning supplies and recruiting 41 brave men for the expedition.   Gathering supplies such as compasses, camping tools, weapons, maps, and more.  Including items to trade with Native Americans such as beads, knives, and mirrors.  The expedition lasted until their return in the fall of 1806 to…

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