This is a big day for all of us and we are excited to share the news. BPI has joined KS&R, a leading research and consulting services firm that helps…
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Public Relations
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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Power to the Soccer Mom: How Just One Buyer Persona Revealed This Winning Strategy
I like to learn about marketing in unexpected places. The U.S. presidential campaigns are especially fascinating because they represent a “high consideration” decision where, like many B2B products, you don’t…
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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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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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PR Agency Uses Buyer Personas to Simplify Marketing
I’m excited to see more marketing agencies among our workshop attendees because by training just one agency to develop actionable buyer personas, we can help many more companies. To get…
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Why Marketing Needs a Perceived Core Competency
When I ask B2B marketers about their personal priorities, they describe their desire to participate in strategic, high value decisions. Too often, this goal stands in stark contrast with their…
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Orbitz Reveals Too Much About Mac Buyer Persona
I’m frequently asked for examples of buyer personas, but my clients never allow me to share their findings publicly. That’s because the insights they discover about their buyers are non-obvious…
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Marketing lessons from ‘the other’ Adele
Watching the Grammys last week, I was captivated by the acclaim for Adele, who dominated the night with six awards, including best song, best record and best album. I love…
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What David Meerman Scott’s success says about choosing a place to focus
Today David Meerman Scott launched his 8th book, “Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage.” I’ve just read it and…
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