B2B

The Marketer’s Challenge In the simplest of terms, marketing’s role is to increase awareness, consideration, and preference for an organization’s solutions among a market of prospective buyers. The end goal…
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Built from the real words of real buyers, a buyer persona tells you what prospective customers are thinking and doing as they weigh their options to address a problem that…
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Last week, KS&R was able to officially announce its partnership with Buyer Persona Institute (BPI) and my new role as BPI’s President – Press Release. I won’t sugar coat this,…
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When I joined an ecommerce company as CMO in early 2000, everyone was trying to cash in on the Internet explosion. Pre-revenue start-ups were enjoying ridiculous valuations, and this company…
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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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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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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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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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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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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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