Writings

Select, researched, thought-provoking, and insightful writings and articles on topics related to buying, marketing, sales, business, design, consumerism, society, economic, the arts, and the future.

Why Critical Buyer Insights Should Not Be M.I.A. In A New Era For B2B

Marketing and Sales Leaders Will Need To Activate Critical Buyer Insights To Meet New Buyer Behaviors in a New Era for B2B Getting your hands on critical buyer insights that show how to gain the attention of buyers remains the most significant challenge facing B2B leaders.  It was of significance pre-pandemic.  Now, as we enter a new era for B2B and buyers are faced with new realities as we rise out of the pandemic, this challenge will only intensify.  If B2B leaders, like yourself, are expected to succeed at newly formed or reinvented go-to-market strategies, one element that cannot…

Is Helping Buyers To Buy Really The Right Mindset?

Marketing And Sales Teams Should First Align With An Important Buyer Mindset Before Jumping In Helping Buyers To Buy The phrase – “helping buyers to buy” – has been a new mantra for the past three to five years.  The use of this phrase has picked up steam during the pandemic.  In various webinars, online conferences, and Zoom events we have seen this phrase filtered in throughout presentations and interviews.  Respected analyst firms such as Forrester and Gartner have used the phrase frequently.  Sometimes it is used to describe the meaning of buyer enablement.  Sales development and training organizations…

4 Paths To Building Buyer Trust Through Empathy And Humility

Buyer Trust Is Elusive For Most Marketing And Sales Teams Unless They Can Balance Empathy And Humility Marketing and sales traditionally believe that the path to building buyer trust is by providing answers. Answers to buyer problems and challenges.  In fact, each prime their channels with marketing content or sales guides at the ready with an answer.  To whatever question comes up, there is an answer.  The answer usually begins with – “What we can do…” Marketing and sales leaders are led to believe that you are expected to have answers through education, experience, and training.  You are expected…

6 Essential Ways To Capture Your Buyers’ Attention In A Post-Pandemic New Reality

Gaining Buyers’ Attention Remains Number One Challenge For Marketing And Sales Leaders Gaining buyers’ attention became that much harder during the pandemic. The pandemic wreaked havoc on the ability of people to give attention.  To concentrate.  To focus.  Particularly in the early days of the COVID-19 pandemic.  Then, there were numerous reports, TV stories, and studies pointing to a decrease in attention span.  Working from home, anxiety, and stress proving to be major factors.  Even reading a book became a lot harder.  We, in the United States at least, began to assimilate a new reality of living with the…

4 Areas Of Actionable Buyer Insights Can Help You Deliver A Differentiating Digital Buying Experience

Marketing and Sales Leaders Can Leverage Buyer Insights To Create Rewarding Digital Buying Experiences For Buyers One significant outcome of the COVID-19 pandemic is the increasing desire on the part of buyers for digital buying experiences.  Not that this type of outcome was ever in question.  The capability to offer digital buying experiences was already anticipated to be of importance by the end of the decade.  The pandemic has turned this forecast into a definitely now reality. This new reality will put added pressure on CMOs and CSOs to coordinate strategies impacting the development of digital buying experiences.    It…

4 Ways To Propel Your ABM By Doing What Is Good For The Buyer

Marketing and Sales Leaders Must Adapt To A New Era For B2B To Succeed With ABM And ABX ABM (Account-Based Marketing) has consistently been viewed as either a glass-half-full or a glass-half-empty program.  Depending on which surveys you read, statistics are available to show ABM as a successful tactic for marketing.  While others show the continued struggle for marketing to gain traction with ABM.    You can make a case either for or against ABM depending on which survey statistics you pull from. An indication the struggle is real is the new term ABX or account-based experience.  A response to…