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

Are Answers to Buyer's Questions the New Marketing Currency?

This is a serious issue that every marketer, brand, agency and tech team need to address. It’s simple - now that digital media and advanced technology have transferred control of the buying journey to the buyers, anything they don’t want is a complete waste of time and budget.

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Topics: B2B, Buyer Personas

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

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

Big News from Buyer Persona Institute

Buyer Personas You might have noticed that I haven’t published updates on this blog and that my presence on social media has been scarce over the last few months. I wish I could tell you that I’d been sailing the seas or lolling around on a beach somewhere, but in fact I’ve been heads down in my office and barely noticed the passing of spring or summer.

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Topics: B2B, B2B marketing, buyer persona, buyer persona book, Buyer Personas, content marketing, Content Marketing, Good Use of Personas, Launch, Leads generation and nurturing, Market Research, Marketing ROI and Sales Leads, marketing strategy, messaging, positioning, Positioning & Messaging, Product Marketing Redefined, sales and marketing alignment, Sales people, Uncategorized, Writing

Go Big Or Go Home: How Buyer Personas Help A Global Marketing Effort

globe arrowsWe frequently talk about how buyer persona insights add value to sales, messaging and content, but how does that work in a company with more than a thousand marketers around the globe? Over the last two and a half years, we’ve had the opportunity to explore that challenge with SAP.

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Topics: B2B, B2B marketing, buyer persona research, Buyer Personas, buyerpersona, Content Marketing, content marketing world, global marketing, Good Use of Personas, Leads generation and nurturing, Market Research, market research, messaging, Positioning & Messaging, SAP marketing

Got Buyer Personas? 44% say yes, but 85% aren’t using them effectively

Blog_Thumb11This disturbing data was reported in a recent ITSMA study. The sample size was relatively small and limited to the services marketing sector, but I’m seeing indicators that this is a widespread issue.

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Topics: B2B, B2B marketing, building buyer personas, buyer persona, buyer persona infographic, Buyer Personas, Content Marketing, Good Use of Personas, Market Research, market research, messaging and positioning, Positioning & Messaging, Uncategorized

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

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