Articles by Perry Rearick

  1. How Well Are You Keeping Up With The Pace Of Change? 8/8/2022

    The pace of change impacting B2B companies and their marketing operations is increasing exponentially, and it is being driven by our buyers and the way they make purchasing decisions. 

  2. Humanize Your Buyer! 7/11/2022

    Who is your target audience? For B2B marketing and sales we answer this question by describing buyer companies: firmographic descriptions like industry, location, size of company, and type of organization. But this should only be the beginning.

  3. Are You Managing Your Technology Or Is Your Technology Managing You? 5/16/2022

    In the early stages of our buyer’s journey for technology solutions, we’re learning about the problems it can solve, and we begin forming our expectations around our own problems. But it is easy to lose track of our initial outcomes on the way to making a buying decision.

  4. Helping Your Buyer With The Right Questions! 5/2/2022

    Have you ever considered the questions your buyer has for you? Not the FAQs, but the real questions!

  5. What Does Your Buyer Want To Accomplish? 4/25/2022

    I recently purchased a new mountain bike from REI, a US-based outdoor gear company that knows how to consistently deliver a great customer experience. They do so by meeting the buyer where they are and helpfully guiding them along their journey.   

  6. The Power Of "What If" Questions 4/18/2022

    Questions come in many forms! They can be multiple choice, open and closed ended, leading and mis-leading, funneling, and probing. My favorite are “what if” questions! 

  7. How Do You Innovate? 4/11/2022

    For much of my life I thought innovation was reserved for inventors and creative types who turned their own imaginings into useful things. Then Steve Jobs transformed it into a business model by innovating around the customer experience.

  8. For (Saint) Pete's Sake 3/21/2022

    We all love underdog stories, small programs outperforming their better-resourced competitors, but underdog stories can deliver so much more than exciting sports. 

  9. Creating Magnetic B2B Content 3/16/2022

    There is a significant groundswell among B2B sellers in employing content marketing strategies to attract buyers. This has created a hyperactive environment in which B2B marketers feverishly crank-out content to compete for share of voice and fuel what they perceive to be an insatiable appetite for content among their target audiences.

  10. Are We Asking Ourselves The Right Questions About B2B Tradeshows? 3/7/2022

    When speaking with my friends who have been in sales and marketing roles for a while, questions about the return of tradeshows often come up. When do you think we’ll get back to normal and trade shows will be busy again? Perhaps we’re asking ourselves the wrong question.