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Content Marketing

Marketing Plans Should Start with the Buyer’s Needs – Not Yours

I can’t blame marketers for avoiding the development of marketing plans, launch plans or any other version of a strategic plan. This apparently reasonable request usually requires countless hours of…
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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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