@markwschaefer is right – stop building stupid buyer personas

Posted by Adele Revella on Apr 30, 2015 8:00:16 AM

A few days ago, Mark Schaefer published an article entitled “Why customer personas may be an outdated marketing technique.”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.

Read More

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

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

Posted by Adele Revella on Oct 15, 2013 8:00:35 AM

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.

Read More

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

Categories

See all