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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Buyer Personas
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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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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Upcoming Online Seminar: Using Buyer Personas to Make an Impact on Marketing ROI
This Thursday, I’ll deliver an online seminar at Marketing Profs that I’m really excited about. I’ve delivered countless presentations about the need for effective buyer personas, but this is the…
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Got Buyer Personas? Take One More Step Before Sharing Them With Your Salespeople
If you’ve been reading this blog, you’re well aware of the impact that properly-constructed buyer personas can have on sales and marketing. But – and this might seem strange –…
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How Many Segments Does Caterpillar Have? Buyer Personas Supply the Correct Answer
One of the most important decisions a marketer needs to make is segmentation – how to determine the essential differences between customer groups and effectively market to them. Companies use…
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