Know your B2B buyer
In any part of the economic cycle, organizations that understand their customers and prospects achieve better results, whether measured by growth, profitability, or other metrics. The current pandemic recession highlights how quickly B2B buyer needs can evolve, and the need to ground decisions in accurate data.Read More
Segmentation tips for B2B marketers
Segmentation is a bedrock principle for effective marketing. Yet, B2B marketers often don’t invest in it. It may seem too expensive, too complicated, or too “consumer-ey”. Segmentation can be all of these things, but it doesn’t have to be. B2B marketers can build an effective baseline segmentation using internal data and straightforward analytics.Read More
Map your competitive differentiation: What can you own?
Differentiating your product or brand boils down to two simple questions. 1) What are your customer’s needs and buying criteria? And 2) which of these can your product/brand own? This post outlines a three-step process for mapping dimensions that will differentiate your brand and solution. The outcome provides a conceptual framework of your relative competitive differentiation.Read More
Has your customer journey changed course?
The customer journey always evolves. The change can be a slow and steady evolution. Or, the journey can shift dramatically based on sudden changes in market conditions. When the new normal settles in, one thing is guaranteed: The buying journey will be different than it was in January 2020. Do you know what changes will unfold in your customers’ journey?Read More
Do your personas need a recession update?
Personas are a mainstay in the toolbox for today’s B2B marketer. Personas should reflect who your customer is. And who they are in the second half of 2020 is not who they were in 2019.Read More
How much of the buying process is completed before B2B buyers talk to vendors?
Recent work in a variety of B2B sectors leads us to question the premise that much of the customer journey is completed before prospects reach out to vendors. Our research indicates three product dimensions influence when B2B buyers engage with vendors in the buying process: Product differentiation, business criticality, and complexity.Read More
Insights & Strategies for the Next Downturn
Economists have sounded the alarm about an impending slow down for almost a year. The corona virus may be the event that makes those predictions a reality. What can B2B marketing teams do to help their companies survive and thrive in challenging times such as these?Read More
Six reasons customers churn in B2B markets
When B2B vendors see an uptick in churn, stakeholders generate multiple, sometimes conflicting, hypotheses about the causes: It’s because of a recent price increase. New competitors entered the market. Competitors offer a service or functionality that we don’t. Customers don’t recognize the value the company provides. While it is important to take fast action to stop the bleeding, you don’t want to invest time and resources in a perceived problem only to see little change in customer attrition.Read More
Look beyond product for drivers of B2B satisfaction and value
Customer experience, by definition, incorporates all aspects of a company’s offering and cuts across organizational boundaries. Yet, B2B vendors continue to focus on the product as the main driver of customer satisfaction and value. Research by Isurus and other leading consultants shows how a more inclusive analysis of customer experience reveals more accurate and actionable results.Read More
Make better strategic investment decisions: Reduce decision bias in M&A due diligence
PE firms and corporate investors compete intensely for investments to expand their portfolio or augment their existing solutions. In the due diligence process, decision makers face the dual pressures of accuracy in a high-stakes decision, and the need to work very quickly. Unfortunately, the time-pressure of makes these decisions vulnerable to the cognitive biases.Read More