Built from the real words of real buyers, a buyer persona tells you what prospective customers are thinking and doing as they weigh their options to address a problem that…
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buyer persona
Get your Buyer Personas Right with 7 Rules
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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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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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…
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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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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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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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