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B2B marketing

For Breakthrough Results, Demand Authentic B2B Personas

We are shocked to hear anyone say that buyer personas are fictional. Why would anyone rely on fiction for important decisions? And although simple approaches are always appealing, please be…
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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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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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Go Big Or Go Home: How Buyer Personas Help A Global Marketing Effort

We frequently talk about how buyer persona insights add value to sales, messaging and content, but how does that work in a company with more than a thousand marketers around…
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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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Practitioner Perspective: The 6 Most Important (Surprising) Things I’ve Learned From Doing B2B Buyer Personas

This post is contributed by Gordana Stok, a Certified Practitioner of the Buyer Persona Institute methodology. Last year I decided to learn how to develop buyer personas so that 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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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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Topics

  • Advertising (9)
  • B2B (76)
  • Buyer Personas (87)
  • Buying Criteria (33)
  • Content Marketing (17)
  • Good Use of Personas (63)
  • Launch (13)
  • Leads generation and nurturing (17)
  • Market Research (58)
  • Marketing ROI and Sales Leads (9)
  • Positioning & Messaging (62)
  • Product Marketing Redefined (45)
  • Public Relations (22)
  • Sales people (20)
  • Software (2)
  • Technology Buyers (15)
  • Uncategorized (47)
  • Who Needs This (9)
  • Win/Loss (14)
  • Writing (20)

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