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…
Read more
buyer persona
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…
Read more
How Radio Shack lost their buyer focus and their business
I was saddened by Radio Shack’s recent bankruptcy filing. Its convenient stores and helpful staff are easy to find in any city I’m visiting. There is even a store in…
Read more
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…
Read more
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…
Read more
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…
Read more
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…
Read more
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…
Read more
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…
Read more
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…
Read more
