You might have noticed that I haven’t published updates on this blog and that my presence on social media has been scarce over the last few months. I wish I…
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Product Marketing Redefined
Hot Off the Press: The Buyer Persona Manifesto, 2nd Edition
It’s been almost three years since I published The Buyer Persona Manifesto, and so much has changed. In 2011, few marketers had even heard about buyer personas. That’s why I…
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Does Marketing Matter? Buyer Personas are Rewriting the Rules About ROI
For nearly a decade, I developed and led a marketing workshop for Pragmatic Marketing, the leader in training courses for B2B product managers and marketers. I wrote this article for…
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2 Ways to Overcome Resistance to Your Need for Buyer Persona Insights
In the last month, I had a chance to deliver sessions about insightful buyer personas at two of my favorite conferences, Content Marketing World and Marketing Profs’ B2B Marketing Forum….
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How to Rock Your Content With Just 5 Buying Insights
Given the big investments that companies make in content marketing, you’d think that buyers would be impressed. You’d also expect that company executives would be enthusiastic about marketing results. Yet,…
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Buyer Personas: Bright Shiny Object or Compelling Strategic Advantage?
How are you positioned? I’m not asking about your products, I’m asking about you, a career marketer who needs to be positioned as an expert that clients or internal stakeholders…
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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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My Personal Journey to Buyer Expert: What the 1986 Challenger Disaster Taught Me About Marketing
It was 8:30 a.m. Pacific Time on January 28, 1986. This would be my second day as an Account Executive at Regis McKenna, the PR firm that Apple, Intel and…
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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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How to Gain the Singular Focus That Distinguishes All Successful Marketers
I used to think that creative genius and rare intelligence separated great marketers from those who toil away in relative anonymity. It was easy to imagine that something as unmanageable…
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