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
Millennials (or, if you prefer, Gen Y) are growing up, making some of their first big-ticket purchases and changing the buying game.
This is particularly true for the automotive industry. Despite recent reports suggesting Millennials are driving less and waiting longer to get their license—at Jumpstart Automotive Group, Gen Y traffic has spiked 74% in the last five years. And, when I think about the Millennials I know best—my two boys—I can vouch for their desire to get behind the wheel (and out of the house). When it came time for them to purchase their own car, I was impressed by their depth of research and surprised by how practical they were in their decisions. It almost makes me want to give their taste in music a second chance. Almost.
Why is it essential that we understand this group of consumers? Well, according to the recent “Gen Y in the Driver’s Seat” study by Deloitte, Millennials (ages 19-31) represent about 40% of the nation’s car buying population—the largest consumer segment since the Baby Boomers. There are more than 80 million American consumers approaching the age of 30, which means that millions are moving into the new vehicle buying demographic each year. *... Read more