I can’t blame marketers for avoiding the development of marketing plans, launch plans or any other version of a strategic plan. This apparently reasonable request usually requires countless hours of…
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Buying Criteria
Gartner says: Sales and marketing influences just 32% of B2B buyer’s journey
I am fascinated by a recent Gartner study about the journey of 700 enterprise buyers across the U.S., EMEA, Brazil, India and China. According to a recent interview with Hank…
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How Radio Shack lost their buyer focus and their business
I was saddened by Radio Shack’s recent bankruptcy filing. Its convenient stores and helpful staff are easy to find in any city I’m visiting. There is even a store in…
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Ask interesting questions to hear how buyers think
Imagine that you’re at a party with a group of acquaintances and the woman standing next to you announces her weekend plans – she’ll be painting her apartment. Which of…
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Buyer personas get personal
Working on a buyer persona for a chief information officer last week, my client listed the predictable pain points on the flip chart — shrinking budgets, conflicting priorities, legacy solutions…
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