The single most important part of a vendor’s website, according to B2B buyers responding to a recent survey by DemandGen Reports, is content that speaks directly to who the buyer is and what he or she needs (69% said this is very important). A vast majority of buyers (84%) said they favor vendors that address their specific pain points. To achieve the high degree of relevance needed to meet the increasingly greater demands of buyers, many B2B marketers are successfully utilizing buyer personas. A buyer persona is a detailed profile of a distinct segment of your target audience that is inv ..read more

People use products and services to satisfy needs, solve problems and achieve desired outcomes. B2B suppliers that tap into these important motivations improve their chance of success because they can build and then steer their offerings to align with them. Below are twenty practical ways you can infuse a deeper understanding of your target customer into your strategies throughout your product’s journey. The crucial first steps you take in your product’s life will help ensure that what you design, develop and introduce will have a high likelihood of being successful. Taking the following custo ..read more

Research recently conducted by the Corporate Executive Board found that 86% of B2B buyers usually don’t see a difference between suppliers that is worth paying for. As a result, B2B suppliers increasingly find themselves competing on little else but price. To remedy this, B2B marketers must get better at brand and product positioning to differentiate themselves from competitors in a way that their customers truly value. Let’s get one important matter out of the way first. Positioning is not something you do to your brand or product. Positioning is something you do to the mind of your target cu ..read more

The single most important part of a vendor’s website, according to B2B buyers responding to a recent survey by DemandGen Reports, is content that speaks directly to who the buyer is and what he or she needs (69% said this is very important). A vast majority of buyers (84%) said they favor vendors that address their specific pain points. To achieve the high degree of relevance needed to meet the increasingly greater demands of buyers, many B2B marketers are successfully utilizing buyer personas. A buyer persona is a detailed profile of a distinct segment of your target audience that is inv ..read more

People use products and services to satisfy needs, solve problems and achieve desired outcomes. B2B suppliers that tap into these important motivations improve their chance of success because they can build and then steer their offerings to align with them. Below are twenty practical ways you can infuse a deeper understanding of your target customer into your strategies throughout your product’s journey. The crucial first steps you take in your product’s life will help ensure that what you design, develop and introduce will have a high likelihood of being successful. Taking the following custo ..read more

The single most important part of a vendor’s website, according to B2B buyers responding to a recent survey by DemandGen Reports, is content that speaks directly to who the buyer is and what he or she needs (69% said this is very important). A vast majority of buyers (84%) said they favor vendors that address their specific pain points. To achieve the high degree of relevance needed to meet the increasingly greater demands of buyers, many B2B marketers are successfully utilizing buyer personas. A buyer persona is a detailed profile of a distinct segment of your target audience that is inv ..read more

Research recently conducted by the Corporate Executive Board found that 86% of B2B buyers usually don’t see a difference between suppliers that is worth paying for. As a result, B2B suppliers increasingly find themselves competing on little else but price. To remedy this, B2B marketers must get better at brand and product positioning to differentiate themselves from competitors in a way that their customers truly value. Let’s get one important matter out of the way first. Positioning is not something you do to your brand or product. Positioning is something you do to the mind of your target cu ..read more

People use products and services to satisfy needs, solve problems and achieve desired outcomes. B2B suppliers that tap into these important motivations improve their chance of success because they can build and then steer their offerings to align with them. Below are twenty practical ways you can infuse a deeper understanding of your target customer into your strategies throughout your product’s journey. The crucial first steps you take in your product’s life will help ensure that what you design, develop and introduce will have a high likelihood of being successful. Taking the following custo ..read more

Research recently conducted by the Corporate Executive Board found that 86% of B2B buyers usually don’t see a difference between suppliers that is worth paying for. As a result, B2B suppliers increasingly find themselves competing on little else but price. To remedy this, B2B marketers must get better at brand and product positioning to differentiate themselves from competitors in a way that their customers truly value. Let’s get one important matter out of the way first. Positioning is not something you do to your brand or product. Positioning is something you do to the mind of your target cu ..read more