Marketing Plans Should Start with the Buyer’s Needs - Not Yours

Posted by Adele Revella on Nov 1, 2017 2:12:41 PM

meme1I 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

Posted by Adele Revella on Sep 12, 2017 4:54:41 PM

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!

Posted by Brock Flint on Feb 10, 2017 3:00:38 PM

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

Get your Buyer Personas Right with 7 Rules

Posted by Adele Revella on Dec 6, 2016 8:00:34 AM

People often ask us how they can tell if their buyer personas are accurate and actionable. In a recent survey we heard questions such as “How do I really know if my buyer personas are right? And, “How can I make sure they tell me what matters to buyers and prospects?”

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Topics: buyer interviews, buyer persona, Buyer Personas, content marketing, Content Marketing, Good Use of Personas, Market Research, market research, marketing segmentation, persona research, persona segmentation, personas done right, Uncategorized

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A few days ago, Mark Schaefer published an article entitled “Why customer personas may be an outdated marketing technique.”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

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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

Five New Year’s Resolutions for Marketers (recommended by your buyer personas)

Posted by Adele Revella on Jan 6, 2015 8:00:22 AM

In case you’re looking to make your 2015 New Year’s resolutions a few days after the fact, here’s five your buyers want you to consider.

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Topics: buyer persona, Buyer Personas, content marketing, Content Marketing, Leads generation and nurturing, Market Research, market research, marketing books, positioning and messaging, Positioning & Messaging, Uncategorized

Big News from Buyer Persona Institute

Posted by Adele Revella on Dec 2, 2014 8:00:34 AM

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

Posted by Adele Revella on Aug 19, 2014 8:00:10 AM

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

Posted by Adele Revella on Aug 6, 2014 9:00:29 AM

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)

Posted by Adele Revella on Jun 25, 2014 9:06:06 AM

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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