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

What’s Your Content Strategy Now? Ask your buyers!

This is the first of many upcoming blog posts from Steve Rankel, who joined our team last summer as COO. Steve is a 30-year veteran of marketing and sales, and an expert at decoding why customers buy, and transforming buying insights into actionable content strategy and content.

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

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A few days ago, Mark Schaefer published an article entitled “Why customer personas may be an outdated marketing technique.”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

How Radio Shack lost their buyer focus and their business

Radio Shack logoI was saddened by Radio Shack’s recent bankruptcy filing. Its convenient stores and helpful staff are easy to find in any city I’m visiting. There is even a store in the tiny community where I live.

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Topics: business planning, buyer persona, Buyer Personas, buyer personas book, Buying Criteria, Market Research, market research, marketing strategy, Positioning & Messaging, Radio Shack, Who Needs This

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

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

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

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