Three principles that are just good practice when it comes to the buyer experience: Be compassionate, be succinct, be helpful. This have never been more true, more relevant, more needed. Compassion not Fear: Buyers no matter the industry don't need more fear - especially security buyers (the industry we operate in). Think about the … Continue reading A lot less hype and a lot more humanity-please.
When it comes to market research projects, what is the optimal research mix? Too many companies do market research for market research sake. There must be a clear focus for the research and it must support business objectives. One thing we learned as a market research and product marketing team is striking the optimal balance … Continue reading Market vs. Market[ing] research: striking the right balance
Buyer enablement is rooted in one simple principle: Always know where your buyers are in their journey so you arm them with the information they need so they can move forward. Buyer Enablement is broken up into 4 phases: Phase 1: Problem Identification Phase 2: Solution Exploration Phase 3: Requirements Building Phase 4: Supplier Selection … Continue reading Buyer Enablement