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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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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Big News from Buyer Persona Institute
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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Got Buyer Personas? 44% say yes, but 85% aren’t using them effectively
This disturbing data was reported in a recent ITSMA study. The sample size was relatively small and limited to the services marketing sector, but I’m seeing indicators that this is…
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Make Every Word Matter (and Make Sure Your Buyer Personas Tell You How)
There’s a wonderful Mark Twain quote that goes like this “The difference between the almost right word and the right word is really a large matter—’tis the difference between the…
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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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The 5 Marketing Lessons I Learned From My 5 Years in Sales
One of the life experiences I credit most for teaching me about marketing was the five years I spent in sales. I came to that job in a roundabout way…
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Keep Your Eye on the Gorilla
I was recently reminded of a very interesting experiment that two cognitive psychologists conducted in 1999. In it, they tasked a group of people with watching people pass basketballs around,…
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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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Deloitte Case Study is a Powerful Endorsement for Buyer Personas
One of the hardest parts of bringing our Buyer Persona model into practice actually comes after the project is completed. We’ve accomplished so much with the client, working with them…
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