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

The 5 Marketing Lessons I Learned From My 5 Years in Sales

Spotlight on 5One 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 – a division of Wells Fargo Bank wanted a paperless office and asked me to make that happen. I knew nothing about technology (and ultimately failed to create paperless-ness) but I quickly fell in love with computers.

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Topics: B2B marketing, B2B sales, buyer persona, Buyer Personas, Leads generation and nurturing, marketing management, Marketing ROI and Sales Leads, marketing training, Positioning & Messaging, sales management, Sales people, sales training, Uncategorized

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, counting how many times the people in the white shirts passed to one another. Here, you can try it yourself.


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

Upcoming Online Seminar: Using Buyer Personas to Make an Impact on Marketing ROI

pro_colorful-personas_275x185This Thursday, I’ll deliver an online seminar at Marketing Profs that I’m really excited about.

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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, content marketing, Content Marketing, Launch, Leads generation and nurturing, messaging, Positioning & Messaging, sales enablement, Sales people

Got Buyer Personas? Take One More Step Before Sharing Them With Your Salespeople

danger trip hazardIf 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 – for best results, you don’t want to send your personas straight to the sales team.

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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, Good Use of Personas, Launch, lead generation, Leads generation and nurturing, marketing messages, Marketing ROI and Sales Leads, sales enablement, Sales people, sales playbook

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.

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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, Buying Criteria, content marketing, Content Marketing, Good Use of Personas, market segmentation, marketing messages, Positioning & Messaging

Hot Off the Press: The Buyer Persona Manifesto, 2nd Edition

It’s been ahotoffthepresslmost three years since I published The Buyer Persona Manifesto, and so much has changed.

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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, Buying Criteria, content marketing, Content Marketing, Good Use of Personas, Leads generation and nurturing, Market Research, Marketing ROI and Sales Leads, marketing strategy, messaging, positioning, Positioning & Messaging, Product Marketing Redefined, Public Relations, Uncategorized

In Search of the Killer Persona

I was watching the first season of NBC’s drama Hannibal because people told me it was good. It is! It can be gruesome, but the psychological interplay between the two lead characters is fascinating.

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Topics: B2B marketing, buyer persona, Buyer Personas, market research

But What Do Our Buyer Personas Want?

People ask me why I decided to focus on buyer personas.

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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, content marketing, Leads generation and nurturing, Market Research, market research, marketing plans, marketing strategy, messaging, Positioning & Messaging, product marketing, strategic marketing, Writing

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