People ask me why I decided to focus on buyer personas. Easy. I like to impress people. And it’s easier to impress people when you know what they want. Very…
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content marketing
Deloitte Case Study is a Powerful Endorsement for Buyer Personas
One of the hardest parts of bringing our Buyer Persona model into practice actually comes after the project is completed. We’ve accomplished so much with the client, working with them…
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Jan. 1 Fails to Inspire B2B Buyer Persona Resolutions … Do You Know What Does?
I wonder if the companies that help us to get fit or organized realize just how lucky they are. They have the luxury of perfect timing, confident that once each…
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How to Rock Your Content With Just 5 Buying Insights
Given the big investments that companies make in content marketing, you’d think that buyers would be impressed. You’d also expect that company executives would be enthusiastic about marketing results. Yet,…
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Buyer Personas: Bright Shiny Object or Compelling Strategic Advantage?
How are you positioned? I’m not asking about your products, I’m asking about you, a career marketer who needs to be positioned as an expert that clients or internal stakeholders…
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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….
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It’s a buyer’s market, so why do marketers think like sellers?
Knowing your buyer isn’t exactly a new idea. I first learned to interview buyers in the 80’s when I was with Regis McKenna, the PR firm that represented Apple, Intel…
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Listen first, then talk to your buyers
How much time do you spend truly listening to buyers and customers? Marketers get little, if any, quality time with the real people they hope to persuade to listen to…
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[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…
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The 4 Buyer Persona Mistakes You Can Avoid
When I founded Buyer Persona Institute a few years ago, I made it my mission to educate B2B marketers about how to develop and use buyer personas. So it worries…
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