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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marketing messages
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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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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Buyer Persona Insights Float the Winning Boat
“No honey, we are not going to buy a new boat.” That’s what the fisherman’s wife said when her husband revealed his great idea. “We already have a boat” she…
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Nothing useful about these buyer personas
The product marketer I was coaching said he knew his buyer persona — that her top pain points were reducing costs, improving operations, and controlling risks. Nothing revealing there. Every…
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