Creating an authentic Buyer Persona is pivotal in understanding your buyers’ decisions — their goals, concerns, decision criteria, and journey. It informs how to best influence them towards choosing your…
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Market Research
4 Ways Survey Research Will Enhance Your Buyer Personas
We are often asked about the value of conducting survey research to validate and enhance Buyer Persona insights developed from one-on-one interviews with buyers. Based on the hundreds of studies…
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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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How Radio Shack lost their buyer focus and their business
I was saddened by Radio Shack’s recent bankruptcy filing. Its convenient stores and helpful staff are easy to find in any city I’m visiting. There is even a store in…
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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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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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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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Ask interesting questions to hear how buyers think
Imagine that you’re at a party with a group of acquaintances and the woman standing next to you announces her weekend plans – she’ll be painting her apartment. Which of…
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How Kristine developed a great buyer persona
I recently reviewed twenty-four buyer personas produced by four product marketing teams. While most needed a lot more work, Kristine’s was exceptional. I didn’t know the story I’m about to…
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Bring me problems, not solutions
I went to Tel Aviv a few years ago to teach the Effective Product Marketing seminar for one of the Pragmatic Marketing clients. For some reason that I can’t remember,…
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