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…
Read more
Win/Loss
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….
Read more
Choosing to Buy or Build Your Buyer Persona Insights? 4 Trade-offs, 3 Myths, 1 Ideal Option
Are you wondering whether you should build your own buyer personas or turn to third-party researchers for these insights? Since we have considerable experience in both roles — conducting buyer…
Read more
Top 10 Things the B2B Buyer Persona is Saying About Your (Content) Marketing
Maybe I missed it, but I haven’t seen David Letterman do this one, so I want to tell you what B2B buyers tell us about marketing’s influence on their decisions….
Read more
Marketing ROI, Sales Leads and the Search for Credibility
Solutions that report on marketing results have been around for decades. Demand for useful data has produced mature marketing automation solutions at prices that make them affordable for companies of…
Read more
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…
Read more
[Free new eBook] For Compelling Content, Let Your Buyers Be Your Guide
If you’ve developed buyer personas, does your content show it? When persona-guided content looks much the same as it always did, it’s a sign that the underlying personas are missing…
Read more
Templates and Guidelines for Useful Buyer Personas
Just because you’ve met with internal stakeholders and can tick off buyer pain points– increasing operational efficiency, reducing costs and minimizing risks—doesn’t mean you know your buyer personas. Marketers need…
Read more
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…
Read more
Betcha Don’t Know Why Your Buyer Persona Makes that Choice
When I hear about buyer personas built on input from the sales people, I think about all the times that I asked our reps why a customer chose us (or…
Read more
