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buyer insights

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

Almost every product eventually runs out of room to add capabilities that really matter to new buyers. Unless the company can find a premium-price position, the sales people will struggle for every deal through hand-to-hand combat and discounting.

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. “We already have a boat” she…
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