B2B business strategies were much simpler back in the day. In the pre-Internet and pre-digital age, the target of one customer or buyer was an accepted viewpoint. We are no longer back in those days.
We are in the new digital age. This new age consists of more complexity, collaboration, co-creation, and new emerging buying behaviors. Recently, I introduced the concept of the Persona Buying Cycle™. It represents a view of understanding new buying behaviors via the B2B buying cycle. Designed to help us address not only new behaviors – but address new complexities.
Last year, I suggested a single view of the buyer was a dangerous road to travel. This view wired into B2B Business for nearly a century. We now live in a new digital age of audiences, influencers, procurement policies, buying teams, committees, social collaboration platforms, and more.
Mapping content strategy to this new world means factoring in more views than a single buyer. For B2B businesses, the dynamics of audiences, nurturing, insight, experience, and “consumer-like” branding are all new. These new dynamics are fast emerging as success factors for succeeding in the new digital age.
One of the key insights behind this thinking, gained through a collection of on-site... Read more
Smartphones penetration in the US has crossed the 50% mark and we check them over 150 times a day – for everything from looking at email to taking photos to getting the weather forecast to browsing the web. Considering smartphones were first introduced less than 6 short years ago, that kind of growth and usage is nothing shy of amazing.
So how - and why - did all this happen? To get a clear picture, it’s worth taking a look at the underlying technologies and economics that made it possible for the smartphone to become the transformational device it is.
Let’s start with the device itself. Smartphones are the latest link in a chain that started decades ago and are responsible for the broad democratization of the Internet, making it available to almost anyone, anywhere, anytime. In a very real way, smartphones opened the floodgates and released the “digital pressure” created by the exponential increase in online data and services available.
The smartphone itself is a powerful, handheld, networked computer with more processing power than all of NASA had when it put a man on the moon in 1969. Combine that with an incredibly intuitive and user-friendly interface that provides easy access... Read more