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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The Buyer Persona Institute Blog
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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Are Answers to Buyer’s Questions the New Marketing Currency?
This is a serious issue that every marketer, brand, agency and tech team need to address. It’s simple – now that digital media and advanced technology have transferred control of…
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A Story About a Boat Explains Why Buyer Persona Insights Aren’t Obvious
“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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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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