How Are Your Buyers Reacting to COVID-19?

 

Our thoughts, plus a plan to help you hear directly from your buyers—

Searching for a way to think about how COVID-19 is affecting marketing, I turned to one of my favorite books – Thinking, Fast and Slow by Nobel laureate Daniel Kahneman. Although Kahneman is a psychologist, he won his Nobel for his breakthrough work in economics. If you’re surprised that psychology and economics are interrelated, I assure you that we see that connection in every buying decision we study.

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Topics: business planning, buyer insights, competitive marketing, competitive strategy, marketing strategy

2020 Success: Build Marketing Around The Buyers' Needs, Not Yours

 

The close of 2019 and dawning of 2020 marks several important events, in addition of course to the holidays. Tis the season to be insightful, as the business world launches its annual rite of strategic marketing planning. Deck the boardrooms with white boards and sticky notes! Gotta get that new marketing plan in place and blasted out to the team to start the New Year with a bang.

And everyone will rally behind this brilliantly conceived plan, leveraging its insights and directives as catalysts for driving sales and profits to new heights. Right?

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Topics: business planning, buyer insights, competitive marketing, competitive strategy, content marketing

Marketers need to find a premium-price position for mature products

James’ email question was logical – “This is a solution that hasn’t changed much in years, and the market is really mature. So we know a lot about how our buyers think. Is there a simplified way to make sure that our messaging is on target?”

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Topics: B2B, B2B marketing, buyer insights, buyer journey, Buyer Personas, Buying Criteria, buying process, discounting, Good Use of Personas, Market Research, persona marketing, positioning, Positioning & Messaging, premium pricing, product marketing, Product Marketing Redefined, research, Sales people, Technology Buyers, win loss, Win/Loss

Buyer Persona Insights Float the Winning Boat

“No honey, we are not going to buy a new boat.” That’s what the fisherman’s wife said when her husband revealed his great idea.

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Topics: B2B marketing, buyer insights, buyer persona, Buyer Personas, Buying Criteria, Good Use of Personas, Launch, market research, marketing messages, Positioning & Messaging, product marketing, Sales people, Uncategorized, Writing

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