VOC True North

Paul Schydlo, Computer Vision PhD and Founder at Jaide, a customer research AI deep dives into what makes AI and people fundamentally different and the right way to collaborate for best results.

Sam Dunning, founder of Breaking B2B, runs us through how he gets Saas websites to #1 on search engine with a streamlined and direct approach to SEO.

Lindsay Kelly, VP of Marketing at Sonar shares concrete examples and results of strategies executed with AI tools to drive Go-to-market. 

Josh Shulman, Head of Marketing at N.Rich and Rowan Collins, Independent consultant and ex-Head of SEO at Mzuri Group debate how SEO should be applied and measured in 2025. 

The B2B Buyer Journey is not a hopscotch diagram or some unknowable chain internal decisions

That's nonsense

Yes it's complex

And yes, you won't know it all

But you don't need to

Strategy leans on key insights. It creates clarity

If you know what you're looking for, you can figure clarity out

That's what this article is about

Alan Hale president of Consight Marketing Group, LLC shares in detail 

- Key buyer journey facts
- How to find them and 
- How they map to strategic decisions

It also includes very clear examples of how these decisions have driven growth in his consulting projects

It's fascinating - enjoy!

Customer Insights are the bedrock of Marketing and Product Strategy. 

It's how you know who your customers are, what they need, why and how they are making choices. 

Data might tell you what choices they make, but there is no insight into the reason behind - and so Marketing and Product get stuck. 

In this episode we deep dive with Alan Hale, MBA, 45 year veteran Marketing Insights researcher for companies that include the Fortune 500, into the ins and out of the Customer Insights process for start-ups. 

 We wade deep into strategic waters and resurface with actionable steps of how to create a meaningful customer segmentation that drives growth - with Alan Hale, a 45-year veteran market researcher for companies that include the Fortune 500. 

Fortune 500 marketing consultant Alan Hale reveals why B2B marketing has lost its way – and how to fix it. Drawing from 45 years of research and consulting experience as President of Coinsight Marketing Group, Alan exposes the crucial mistakes companies make and shares his proven framework for putting customers back at the centre of B2B strategy.