“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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The Buyer Persona Institute Blog
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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Really Bad News about the Real Buyer’s Journey
Across thousands of buyer interviews spanning dozens of industries, there is one aspect of almost every buyer’s journey that is pervasive and absolutely terrifying – Almost no one can recall…
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What’s Your Content Strategy Now? Ask your buyers!
This is the first of many upcoming blog posts from Steve Rankel, who joined our team last summer as COO. Steve is a 30-year veteran of marketing and sales, and…
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Get your Buyer Personas Right with 7 Rules
People often ask us how they can tell if their buyer personas are accurate and actionable. In a recent survey we heard questions such as “How do I really…
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Do Sales Teams Want Buyer Personas?
You may have heard that buyer personas are a vital tool for salespeople, and wondered if you should feature them in an upcoming launch or sales kickoff. The first point…
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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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How I chose a PR firm to launch my new book
I just made an important buying decision. Since Wiley will release my first book on March 9, I wanted to hire a PR firm to do the launch right. I…
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Five New Year’s Resolutions for Marketers (recommended by your buyer personas)
In case you’re looking to make your 2015 New Year’s resolutions a few days after the fact, here’s five your buyers want you to consider. I’ll find the time or…
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