We are shocked to hear anyone say that buyer personas are fictional. Why would anyone rely on fiction for important decisions? And although simple approaches are always appealing, please be…
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How Are Your Buyers Reacting to COVID-19?
Our thoughts, plus a plan to help you hear directly from your buyers— Searching for a way to think about how COVID-19 is affecting marketing, I turned to one of…
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2020 Success: Build Marketing Around The Buyers’ Needs, Not Yours
The close of 2019 and dawning of 2020 marks several important events, in addition of course to the holidays. Tis the season to be insightful, as the business world launches…
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Be An Experience Disrupter! Don’t Go On A Fool’s Errand Trying To Personalize Every Buyer
HubSpot CEO and founder Brian Halligan informed and entertained a packed house during his keynote at the recent Inbound 2019 conference. His theme was familiar, and one with which I…
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Why Marketers Struggle to Reach Buyers Early in their Journey
What is the pain that shoves your buyers off the fence, and gets them looking for a solution like yours? If you can’t name it, you are in good company….
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The Problem With Buyer Persona Survey Questions
I’m always reading what other people have to say about buyer personas, looking for new ideas and successful outcomes, but I keep coming across marketers making the same tremendous mistakes…
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How Many Buyer Personas Does Your B2B Company Really Need?
Marketing strategies constantly evolve around fresh ideas and new tactics. Done correctly, buyer personas serve as guardrails to keep you from veering off track. But many marketing teams believe they…
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Market Research Mistakes Your Company Should Watch Out For
Do the best marketing strategies come from market research or buyer persona research? It’s not a trick question—these are completely different approaches, although many marketers get them confused. When looking…
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Are Answers to Buyer’s Questions the New Marketing Currency?
This is a serious issue that every marketer, brand, agency and tech team need to address. It’s simple – now that digital media and advanced technology have transferred control of…
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A Story About a Boat Explains Why Buyer Persona Insights Aren’t Obvious
“I have an appointment with a sales person tomorrow.” We were having a leisurely breakfast at our favorite café, and yet my husband’s tone was tortured, almost as if the…
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