Orbitz Reveals Too Much About Mac Buyer Persona

I’m frequently asked for examples of buyer personas, but my clients never allow me to share their findings publicly. That's because the insights they discover about their buyers are non-obvious and therefore the source of significant competitive advantage.

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Topics: buyer persona, Buyer Personas, Buying Criteria, Good Use of Personas, Market Research, marketing, product marketing, Public Relations, Uncategorized, Who Needs This

Betcha Don't Know Why Your Buyer Persona Makes that Choice

When I hear about buyer personas built on input from the sales people, I think about all the times that I asked our reps why a customer chose us (or didn’t).

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Topics: B2B, B2B marketing workshop, buyer persona, Buyer Personas, Buying Criteria, Market Research, market research, Positioning & Messaging, win loss, Win/Loss

B2B marketers won this complex sale

I’ve always suspected that B2C marketers got far more respect than those of us in the B2B world.  While well-marketed B2C products seemed to sell themselves, the sheer complexity of matching B2B products to a particular buyer’s needs appeared to position Sales as the permanent source of meaningful revenue results.

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Topics: B2B marketing, B2C marketing, buyer persona workshop, Buyer Personas, Buying Criteria, Good Use of Personas, Leads generation and nurturing, Positioning & Messaging, Product Marketing Redefined, sales enablement, Uncategorized, Win/Loss

Bad news or good news? You decide.

A recent engagement started with a familiar problem – the client wanted a single value proposition for a proposed suite of solutions that includes four existing products. The messaging would drive the development of their content marketing assets and help the sales people cross-sell the underlying products.

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Topics: buyer persona, Buyer Personas, Buying Criteria, Good Use of Personas, interviewing buyers, Launch, Market Research, messaging, Positioning & Messaging, Sales people, solution messaging, Uncategorized, Win/Loss

Ask interesting questions to hear how buyers think

Imagine that you’re at a party with a group of acquaintances and the woman standing next to you announces her weekend plans – she’ll be painting her apartment. Which of the following would you be most likely to ask:

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Topics: B2B, buyer persona, Buyer Personas, Buying Criteria, buying process, Leads generation and nurturing, Market Research, product marketing, Product Marketing Redefined, Uncategorized, win loss, Win/Loss

Marketers need to find a premium-price position for mature products

James’ email question was logical – “This is a solution that hasn’t changed much in years, and the market is really mature. So we know a lot about how our buyers think. Is there a simplified way to make sure that our messaging is on target?”

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Topics: B2B, B2B marketing, buyer insights, buyer journey, Buyer Personas, Buying Criteria, buying process, discounting, Good Use of Personas, Market Research, persona marketing, positioning, Positioning & Messaging, premium pricing, product marketing, Product Marketing Redefined, research, Sales people, Technology Buyers, win loss, Win/Loss

For Short Messages, Be Specific About Value

Am I the only one who has noticed that the typical short (<25 word) marketing statement communicates almost nothing of value?

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Topics: Buyer Personas, Buying Criteria, messaging, persona marketing, Positioning & Messaging, Writing

Have enough information for your buyer persona?

Many people ask me how many interviews they should conduct for buyer personas. There are too many dependencies for a simple answer. But I’d happily trade three-to-five highly insightful discussions for several dozen templates filled with data every competitor knows at a glance.  If we need high confidence, we can easily quantify the prevalence of the insights with a survey.

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Topics: buyer persona, buyer persona seminar, Buyer Personas, Buying Criteria, Market Research, market research, Uncategorized

Buyer Persona Insights Float the Winning Boat

“No honey, we are not going to buy a new boat.” That’s what the fisherman’s wife said when her husband revealed his great idea.

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Topics: B2B marketing, buyer insights, buyer persona, Buyer Personas, Buying Criteria, Good Use of Personas, Launch, market research, marketing messages, Positioning & Messaging, product marketing, Sales people, Uncategorized, Writing

How many buyer personas can you afford to engage with unique messaging and campaigns?

That’s my answer when people ask me how many buyer personas they need. It probably isn’t satisfying when I answer a question with another question, especially when the expected answer is a number -- three, five, ten or whatever.

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Topics: Buyer Personas, Buying Criteria, Good Use of Personas, Market Research, Positioning & Messaging, product marketing, Product Marketing Redefined

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