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

Deloitte Case Study is a Powerful Endorsement for Buyer Personas

One of the hardest parts of bringing our Buyer Persona model into practice actually comes after the project is completed.

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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, content marketing, Content Marketing, Good Use of Personas, messaging, Positioning & Messaging, sales enablement, Sales people, Uncategorized

Jan. 1 Fails to Inspire B2B Buyer Persona Resolutions … Do You Know What Does?

Top 10 2014 Resolutions Top Resolutions for 2014
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Topics: B2B marketing, buyer persona, Buyer Personas, Buying Criteria, content marketing, Content Marketing, lead generation, Leads generation and nurturing, marketing messages, Marketing ROI and Sales Leads, Positioning & Messaging, Uncategorized

Does Marketing Matter? Buyer Personas are Rewriting the Rules About ROI

For nearly a dDoes Marketing Matterecade, I developed and led a marketing workshop for Pragmatic Marketing, the leader in training courses for B2B product managers and marketers.  I wrote this article for the Fall issue of Pragmatic Marketer Magazine, released yesterday in celebration of the company’s 20th anniversary.

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Topics: B2B marketing, buyer persona, Buyer Personas, Content Marketing, Good Use of Personas, Leads generation and nurturing, Market Research, market research, Marketing ROI, Marketing ROI and Sales Leads, Positioning & Messaging, Pragmatic Marketing, Product Marketing Redefined, Uncategorized

2 Ways to Overcome Resistance to Your Need for Buyer Persona Insights

BattleIn the last month, I had a chance to deliver sessions about insightful buyer personas at two of my favorite conferences, Content Marketing World and Marketing Profs’ B2B Marketing Forum.

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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, buyerpersonas, buyer's journey, Market Research, marketing strategy, Product Marketing Redefined, sales and marketing alignment, Win/Loss

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