First, for whom are we doing it? OR, the business model-B2B or B2B2C, etc. What causes struggle? Insufficient data New market dynamics cause shift in purchasing patterns complex decision-making Tech limitations Content or positioning constraint Include these as well- Generational shift in buyers categories Emergence of new business model Psychological factors Macro variables, etc. could all have an impact on a decision A solution: Segment audience more granularly—move beyond basic firmographics and include behavioral and intent-based segmentation Content based on user attributes, behavior, or stage in the buying process Multi-Channel Approach but again based on the consumption Emotional Intelligence Personalized Learning Paths ABM Dynamic

To keep up with changing buyer behaviors, businesses should use data to understand what customers want and personalize their approach. It's important to connect with buyers across different platforms and be flexible to adapt quickly. Being open and honest builds trust and long-term loyalty.

You can use the following tools: - old school collaboration with client-facing teams. What can they tell you about the individuals. In an ideal world, all this information should be available in CRM but sometimes nuances are missing. - Use your existing marketing technology to harvest online data. - Does your company survey clients or tracks satisfaction scores? Access those. - A very simple one but this is where so many B2B companies get it wrong. Is client data 100% correct in your CRM. Nothing screams more unprofessional if you don't spell their name correctly.

Curious how to tailor your B2B marketing? Leverage a modern tech stack with intent- and account-based marketing at its core. I've been using these strategies for years and find intent data to be an extremely powerful way to identify accounts actively researching your solutions, allowing you to proactively engage in-market accounts. You can tailor your messaging and content to address their pain points.