Adele Revella

Recent Posts

The Problem With Buyer Persona Survey Questions

I’m always reading what other people have to say about buyer personas, looking for new ideas and successful outcomes, but I keep coming across marketers making the same tremendous mistakes again and again: trying to find insight where there is none.

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Topics: Buyer Persona Surveys

How Many Buyer Personas Does Your B2B Company Really Need?

Marketing strategies constantly evolve around fresh ideas and new tactics. Done correctly, buyer personas serve as guardrails to keep you from veering off track.

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Topics: B2B, Buyer Personas, persona marketing, strategic marketing

Market Research Mistakes Your Company Should Watch Out For

Do the best marketing strategies come from market research or buyer persona research?

It’s not a trick question—these are completely different approaches, although many marketers get them confused.

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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, content marketing, Market Research, market research, marketing surveys, Uncategorized

A Story About a Boat Explains Why Buyer Persona Insights Aren’t Obvious

“I have an appointment with a sales person tomorrow.” We were having a leisurely breakfast at our favorite café, and yet my husband’s tone was tortured, almost as if the subject was an upcoming root canal. “I can’t help it,” he said dismally. “I’ve gone as far as I can without talking to their sales guy.”

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Topics: B2B, Buyer Personas

Marketing Plans Should Start with the Buyer’s Needs - Not Yours

I can’t blame marketers for avoiding the development of marketing plans, launch plans or any other version of a strategic plan. This apparently reasonable request usually requires countless hours of writing and revisions, only to be filed away in some dusty online folder.

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Topics: Buyer Personas, Buying Criteria, Content Marketing, Good Use of Personas

Really Bad News about the Real Buyer's Journey

Across thousands of buyer interviews spanning dozens of industries, there is one aspect of almost every buyer’s journey that is pervasive and absolutely terrifying –

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Topics: Buyer Personas, Buying Criteria, Content Marketing, Good Use of Personas

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 know if my buyer personas are right? And, “How can I make sure they tell me what matters to buyers and prospects?”

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Topics: buyer interviews, buyer persona, Buyer Personas, content marketing, Content Marketing, Good Use of Personas, Market Research, market research, marketing segmentation, persona research, persona segmentation, personas done right, Uncategorized

Do Sales Teams Want Buyer Personas?

You may have heard that buyer personas are a vital tool for salespeople, and wondered if you should feature them in an upcoming launch or sales kickoff.

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Topics: Buyer Personas, competitive analysis, Launch, marketing personas, Marketing ROI and Sales Leads, sales kickoff, sales launch, Sales people, Win/Loss, win/loss analysis

Gartner says: Sales and marketing influences just 32% of B2B buyer’s journey

buyers journeyI 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 Barnes, Research Vice President at Gartner, the study focused on four areas:

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Topics: B2B, B2B marketing, buyer interviews, buyer journey, buyer persona, Buyer Personas, Buying Criteria, competitive marketing, competitive strategy, Good Use of Personas, Market Research, market research, marketing plans, sales enablement, Sales people, Technology Buyers

@markwschaefer is right – stop building stupid buyer personas

A few days ago, Mark Schaefer published an article entitled “Why customer personas may be an outdated marketing technique.” In it he argues that every competitor is marketing to the same people, so if marketers rely on obvious data about their customers to guide their content, they’ll all come to the same conclusion and deliver the same useless content. I agree.

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Topics: B2B, building buyer personas, buyer persona book, Buyer Personas, buyer's journey, Buying Criteria, content marketing, Content Marketing, customer journey, customer personas, Good Use of Personas, Leads generation and nurturing, mark w schaefer, Market Research, market research, Marketing ROI and Sales Leads, marketing strategy, messaging, positioning, Positioning & Messaging, Product Marketing Redefined, sales enablement, Sales people, Writing

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