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How Many Buyer Personas Do I Need? (The Answer You Need To Know)
English: Black and white icon of a question mark. (Photo credit: Wikipedia) I get asked this question – a lot. I read many incorrect answers – a lot. The right answer matters – a lot. Confusion Reigns...
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Is Your Organization Listening To Your Buyers? (How It Can Using 4 Stages of...
Listen, Understand, Act (Photo credit: highersights) We hear it all the time. The mantra of being customer and buyer focused. Every year it shows up in one document or another. It is widely...
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5 Obstacles to B2B Market Research and Actionable Customer Insights
English: conference room (Photo credit: Wikipedia) The idea of market research has been around for a very long time. Conceptually, market research is a strong component of overall business strategy....
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3 Steps B2B Chief Marketing Officers Need To Take To Survive The B2B Buyer...
Uprising fist (Photo credit: Wikipedia) The CMO’s of today are facing the challenge of surviving in a new world. This new digital age has marketing in the throes of a buyer revolution. Like any...
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Who Should We Interview When Developing Buyer Personas? (Find Out Who Matters)
P question (Photo credit: Wikipedia) When it comes to buyer persona development, recruiting and interviewing the right people matters. I get this question frequently. It may sound like an easy...
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5 Actions Chief Marketing Officers and Chief Sales Officers Can Take to...
English: Salginatobel Bridge (Photo credit: Wikipedia) On the minds of most executive leaders for B2B organizations today is two pressing objectives. They involve two additions – increasing customer...
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Bridge the Divide Between Marketing and Sales with the Buyer Insight Bridge
Deutsch: Fish River Canyon, Namibia (Photo credit: Wikipedia) The issue of Marketing and Sales Alignment has been raging on for several years. We have heard all kinds of reasons why. From sales not...
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Should the Chief Customer Officer Be The Hub for Buyer and Customer Insights?
Photographed from the air on 26 September 2004 (Photo credit: Wikipedia) Since 2003, the role of the Chief Customer Officer has gone from numbering under 30 to numbering in the thousands today. While...
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Improve Effectiveness: A Content Strategy Model Aligned to Buyer Personas and...
information hydrant (Photo credit: Will Lion) Do you know what your buyers think about? How they explore options? What conversations are important for them to have with sales? What type of...
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How Does B2B Market Segmentation Differ From B2B Buyer Personas?
Question mark (Photo credit: Wikipedia) This question has resurfaced over the past dozen or more years multiple times. It still seems to confound B2B marketing and sales leaders. A question I get...
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Why Should We Use Third-Party Qualitative Research for Buyer Persona...
English: Arabic Question mark 한국어: 아랍어에서 사용하는 물음표 (Photo credit: Wikipedia) Unlocking true customer insight into buying behavior in the digital age has become important to staying one step ahead of...
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How Well Do You Know Your Ideal Company Persona? (4 Ways You Can Know)
English: Crane Company Building (Photo credit: Wikipedia) The concept of targeting companies has been around for a long time. Opportunity pipelines usually consist of company names. Sales automation...
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Are You Treating the 57% of the Buyer Journey Statistic As Gospel?
the longest journey.. (Photo credit: Norma Desmond) I was inspired to write this article after reading Megan Heuer’s article entitled Three Myths of the 67% Statistic. Megan is Vice President and...
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Use Persona-Based Buying Scenarios To Improve Buyer Predictability
TN2020: Problem solving through storyboarding (Photo credit: Zadi Diaz) One of the must have competencies in the future of B2B is buyer predictability. Without it, there will be an inability to...
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Are Your Go-To-Market Strategies Creating Negative Buyer Perceptions?
“It’s All A Matter of Perception” VII (Photo credit: LauraLewis23) One of the most elusive buyer insights to attain is getting to know what your buyers think. It can be so hard; businesses can tend...
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How Can We Make Sure Our Buyer Persona Initiative is a Success? (5 Helpful...
Question mark liberal (Photo credit: Wikipedia) When it comes specifically to buyer personas, there have been plenty of questions about how to pull off a successful initiative. This is one question I...
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Accelerate Content Marketing Effectiveness With The Power of Buyer Persona...
“Story Road” (Photo credit: umjanedoan) (This is part one of a three part series on the use of Buyer Persona Stories™, Buyer Persona Scenarios™, and Buyer Persona Story Mapping™ to drive effective...
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Follow the Road to Content Marketing Effectiveness with Buyer Persona Story...
map-icon_500x500 (Photo credit: Shmector) (This is part three of a three part series on the use of Buyer Persona Stories™, Buyer Persona Scenarios™, and Buyer Persona Story Mapping™ to drive effective...
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5 New Buyer Insights You Need To Grow Customer Acquisition
Research (Photo credit: Thomas Heyman) The buyer revolution is in a frenzied uprising. More empowered and influential than ever before, buyers are letting it be known of their dissatisfaction....
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The Chief Marketing Officer’s Dilemma
J. J. Jackson’s Dilemma (Photo credit: Wikipedia) Month after month, Chief Marketing Officers (CMOs) are confronted with a question. It is a powerful question. If answered with accuracy and in-depth...
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