MarCom Professional

I'm making these observations about the high-tech sector in particular, but it may be that they are relevant to other B2B environments. I sat through a presentation on Thursday from someone who, after declaring that "Post Modernism is the New Black" (I admit to having a full strength WTF? moment at that point), went on to argue that brands were now a commodity.

I thought about this and tried to reconcile it with my experience, and in particular with what I'd learned from conducting a series of "Buyer's Journey" surveys on behalf of B2B high-tech clients over the past couple of years. More...

I've recently completed a number of "Buyer's Journey" exercises for clients, all of whom are focused on selling high-tech solutions to business buyers, and one theme emerges consistently - buyers love to learn, but hate being sold to.

First, I'd better explain what the "Buyer's Journey" involves. It's a structured survey approach that tries to understand the key moments of truth in every buying cycle as the buyers evolve from being untroubled and unaware they have an issue, through various twists and turns in their search for a solution, to the point where they finally regard the problem as having been solved. More...