Make Every Word Matter (and Make Sure Your Buyer Personas Tell You How)

island vacationThere’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 lightning-bug and the lightning.”

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Topics: Advertising, B2B, B2B marketing, buyer persona, Buyer Personas, Buying Criteria, content marketing, Content Marketing, Good Use of Personas, marketing strategy, messaging and positioning, Positioning & Messaging, sales enablement, Uncategorized

Practitioner Perspective: The 6 Most Important (Surprising) Things I’ve Learned From Doing B2B Buyer Personas

Untitled attachment 00055This post is contributed by Gordana Stok, a Certified Practitioner of the Buyer Persona Institute methodology.

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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, content marketing, Content Marketing, Good Use of Personas, Market Research, messaging and positioning, Positioning & Messaging

Power to the Soccer Mom: How Just One Buyer Persona Revealed This Winning Strategy

soccer momI 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 know exactly what you’re going to get until the deal is done and you “install the solution”.

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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, Good Use of Personas, messaging, political marketing, Positioning & Messaging, Public Relations, Uncategorized

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