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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B2B
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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Gartner says: Sales and marketing influences just 32% of B2B buyer’s journey
I am fascinated by a recent Gartner study about the journey of 700 enterprise buyers across the U.S., EMEA, Brazil, India and China. According to a recent interview with Hank…
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Practitioner Perspective: The 6 Most Important (Surprising) Things I’ve Learned From Doing B2B Buyer Personas
This post is contributed by Gordana Stok, a Certified Practitioner of the Buyer Persona Institute methodology. Last year I decided to learn how to develop buyer personas so that I…
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Deloitte Case Study is a Powerful Endorsement for Buyer Personas
One of the hardest parts of bringing our Buyer Persona model into practice actually comes after the project is completed. We’ve accomplished so much with the client, working with them…
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6 Reasons to Start Using Buyer Personas Now
It’s been seven years since I started The Buyer Persona Blog, and I am pleased to publish our very first guest post. I hope you enjoy these recommendations from Irakli…
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Top 10 Things the B2B Buyer Persona is Saying About Your (Content) Marketing
Maybe I missed it, but I haven’t seen David Letterman do this one, so I want to tell you what B2B buyers tell us about marketing’s influence on their decisions….
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Building B2B Buyer Personas? Focus on the Buying Decision … then the Person
I’m concerned that so many people think that buyer personas begin and end with a description of a person. This demographic approach to buyer personas typically results in far too…
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What’s Different About B2B vs. B2C Marketing?
I’ve seen this question posed to several of the industry’s most renowned marketing experts, but I have never heard a really good answer. The differences between B2B and B2C remain…
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