The Buyer Persona Blog

3 Steps For Finding Profound Buyer Insights Like Sherlock Holmes

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, finding profound buyer insights takes the same level of investigation.  However, the upside can result in a significant competitive advantage yet unforeseen.  Being a fictional character, Sherlock Holmes had the fantastical ability to see what the common person could not. 1. Where to Begin…

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 answer to the question itself.  Here is my guiding answer: A buyer insight is a profound, not-so-obvious, revelation as well as understanding of buyers, which leads to new innovations, value creation, marketing & sales capabilities, and business growth. The basis of this definition is…

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 – but because I have a goal of losing weight! Often times, marketing and sales folks have no idea about the activities our customers and buyers perform on a daily basis.  Yet understanding these can yield rich and robust insights into goals, which drive…

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 behaviors.  Recently, I introduced the concept of the Persona Buying Cycle™.  It represents a view of understanding new buying behaviors via the B2B buying cycle.  Designed to help us address not only new behaviors – but address new complexities. The Why Last year, I…

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 entitled –Leadership Lesson: The Difference Between Google and Apple.  Mike is one of our best thinkers on leadership and is the author of Leadership Matters . . . The CEO Survival Manual.  Here is Myatt’s view on how Google is gaining the edge on…

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 very high.  Being the market leader can be very tenuous as buyers evaluate new emerging technologies and options.  Rising to the top also comes with a heavy responsibility.  Which is this: Customers and buyers expect market leaders to provide them with a roadmap of…

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 stark statistic underscores the urgent need for a content revolution in b-to-b organizations.” There is consistency on both the customer/buyer as well as the seller side regarding this issue.  In my qualitative research work in the past year, this view was evident. Digging into…

5 Buyer Behaviors Reshaping B2B Marketing

One thing we can count on is by the time you have finished reading this buying behavior may have been altered one again.  Changes in buyer behaviors continue unabated.  This is making it difficult for marketing and sales leaders to plan the right mix of strategies and tactics resulting in a winning formula. 5 Buyer Behaviors B2B Marketing Must Keep An Eye On New buying behaviors means B2B marketers have to become more responsive today.  Creating nimble organizations and improving knowledge in buyer understanding.  Here are ways buyer behavior will continue to reshape marketing: Buyers Embrace Collaboration Social and digital…

7 Big Questions for B2B Marketers in 2013

The more change occurring  the more questions arise.  This year is no exception.  B2B Marketers are experiencing on evolving as well as new challenges as we start to hit stride in 2013.   What are the big future questions for B2B Marketers?  Let’s look at a few: How do we generate more leads and keep them? Survey after survey indicate B2B marketers have this issue top of mind.  Creating demand and filling up a pipeline is loaded with pressure-packed environments.  In my qualitative buyer research work, I see shifts in behavior on the part of buyers.  There are unique sets…

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 do not.  Which begs the question: why are companies slow to adopt to lead nurturing? Reasons I suspect one reason may be the pressure for instant results.  Which makes you think:  how much potential revenue is being left on the roadside?  If organizations evaluated…

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