The industry standard for B2B buyer personas is wanting. I frequently see buyer personas built by other vendors that read more like a dating profile than an exceptional piece of analysis and insight.
In these poorly amalgamated personas, significant time is spent on demographic details and personality traits of a buyer when other topics are far more critical.
In the B2B buyer’s journey, buyers have to wade through a lot of nonsense to find relevant information.
B2B marketing has a vanity problem.
Somewhere between intent and interpretation, a lot can get lost in translation.
Never waste an opportunity to learn from a lost deal.
Large companies lose touch with their customers all the time.
Business buyers have shoved IT out of the spotlight.
What is competitive intelligence (CI)?
A nuanced understanding of the marketplace in which you and your competitors are situated? Yes.
Corporate espionage? No.
Thinking about taking a break to check your email? Think again. These few minutes are costlier to your productivity than you think.
If you’re going to transition from one market segment to the other, you sometimes just have to “rip off the Band-Aid hard,” according to MobiTV CEO Charlie Nooney.
B2B is a complex and challenging field, but most of all, it is fascinating. Join Sean Campbell, CEO of Cascade Insights, as he shares over 20 years of experience in the B2B market.