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Does Your Buyer Persona Look Like A Sales Call Plan?
Cover via Amazon When she blurted it out, it was so on the mark, I just sat there in silence for a few seconds. We have all had those moments. Those moments when we think – “why haven’t I thought of...
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Understanding Who Your Buyers Are Is Not Enough
Unknown Person (Photo credit: Wikipedia) “We need to know who our buyers are.” I hear this often today. From Chief Executive Officers, Chief Marketing Officers, Chief Operating Officers, and Chief...
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D.I.V.E. Deeper: Getting The Most Out Of Your Buyer Personas
NASA Deep Sea Diving Training (Photo credit: gnews pics) To get the most out of anything worthwhile takes persistence, perseverance, hard work, intuitiveness, and grit. It is advice we offer to our...
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Story-Driven Insights Drive Growth
The Story Thus Far (Photo credit: Wikipedia) We have a problem. We are being inundated with facts, data, reports, and charts. In the digital age, instead of reams of paper piled high on a desk, we...
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Facts vs. Insights: How To Know You Have Truly Profound Customer Insights
Archeological dig continues to discover new artifacts on USACE construction site in Wiesbaden (Photo credit: USACE Europe District) The edge. When you have it, it is powerful. It is what many B2B...
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The New Face Of Buyers In The Digital Economy
Don Tapscott Photo (Photo credit: Don Tapscott) In the mid-to-late ‘90’s, as the first roots of the Internet began to take hold, Don Tapscott coined the phrase The Digital Economy. Tapscott’s landmark...
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The CMO Modern Marketing Guide To Buyer Personas And Buyer Insights Research...
Guide logo (Photo credit: JoinGuide) As the 21st century arrived, so did many new digital technologies. Well over a decade into the new century, we now have a robust digital economy altering economics...
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The Power Of Human-Centered Marketing Begins With Empathy
Eyebrows can also help portray empathy. (Photo credit: Wikipedia) An emerging truth about the world of digital transformation is the greater the increase in technology, the greater the need to...
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3 Phases Of Human-Centered Marketing That Make Your Customers H.U.M.
Ear (Photo credit: Menage a Moi) The concept of human-centered modern marketing begins with empathy for your customers and buyers. It is rooted in the approach of understanding the goals and...
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Humanize Your Brand With Buyer Personas
English: symbol (Photo credit: Wikipedia) You cannot fake it. You should not even try. What am I talking about? We have plenty of efforts these days focused on humanizing in B2B Marketing. Which I...
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Listening And Empathy: Making Your Marketing More Human-Centered
Listen by Rémy Médard One of the most pressing questions facing organizations today is this one: How do we connect with the outside world of customers and buyers today? It is not an easy question to...
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Global Marketing: The Business Of Choosing
Cover of The Art of Choosing Years ago, before cable TV, you were basically left with three choices on your TV dial. You could choose from the three major television networks on three different...
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How GE Uses Human Connection To Empower B2B Corporate Storytelling
Beth Comstock from the Future of Sotrytelling “Behind every person, behind every company, behind everything, is a story of how it got there – and the most relevant stories connect on a personal level.”...
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Why Marketing Leaders Should Embrace Story Listening Before Story Telling
Listen designed by Mister Pixel “What I’ve seen is a leader doesn’t start with storytelling, they start with story listening.” -John Maeda, Design Partner, KPCB During the past two years, B2C as well...
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The Danger Of A Single View Of Buyers
Tunnel designed by misirlou Many of us have heard of the term tunnel vision. It is usually described or defined as follows: The tendency to focus exclusively on a single or limited goal or point of...
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Why The Concept Of Immersion Will Be The Next Big Thing in B2B Marketing
English: Mobile Immersive Learning Lab (Photo credit: Wikipedia) For most of us, when we become immersed with something we care about, like, or even love, we become completely involved. All of our...
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Beyond Predictive Marketing: Planning With Persona-Based Strategic Narratives
In a recent interview, one of the world’s most compelling management consultant, Tom Peters, responded to a question related to what is missing from today’s discussion about management. In classic as...
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State Of Buyer Personas 2015 (Survey Results)
It is now nearly fourteen years since the first-ever buyer persona development methodology was first created specifically for sales and marketing. For trivia and history buffs, Harcourt Education in...
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How To Gain Deep Insights Into New Customer Buying Behaviors
iNSIGHT by Andras Horvath The digital economy continues to evolve at a fast clip. New technologies are being introduced nearly every month. Startups are ascending while long tenured organizations...
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Use Buyer Personas To Align Marketing With Business Growth Strategies
On the minds of many CEOs for this year and beyond is making business growth a top priority. From the likes of surveys by IBM and Gartner to surveys by the multitude of research firms across the...
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