Go Big Or Go Home: How Buyer Personas Help A Global Marketing Effort

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

How to Rock Your Content With Just 5 Buying Insights

Given the big investments that companies make in content marketing, you’d think that buyers would be impressed. You’d also expect that company executives would be enthusiastic about marketing results. Yet, marketers continue to struggle for budget, and buyers regularly tell us that vendor-supplied information isn’t helpful.

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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, competitive marketing, content marketing, Content Marketing, content marketing world, Joe Pulizzi, Launch, Leads generation and nurturing, Lee Odden, Positioning & Messaging, Product Marketing Redefined, strategic marketing, Top Rank

[Free new eBook] For Compelling Content, Let Your Buyers Be Your Guide

If you’ve developed buyer personas, does your content show it?  When persona-guided content looks much the same as it always did, it's a sign that the underlying personas are missing key insights.

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Topics: B2B, buyer persona, Buyer Personas, content marketing, content marketing world, Leads generation and nurturing, marketing content, Positioning & Messaging, Uncategorized, Win/Loss, Writing

The 4 Buyer Persona Mistakes You Can Avoid

When I founded Buyer Persona Institute a few years ago, I made it my mission to educate B2B marketers about how to develop and use buyer personas. So it worries me when I see so many people focused on “buyer personas” that are little more than a generic list of demographics and obvious business priorities. This information, while interesting, falls far short of what marketers need to build marketing content, messaging strategies, and sales tools that persuade buyers to choose their solutions.

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Topics: buyer persona, Buyer Personas, content marketing, content marketing world, Good Use of Personas, Market Research


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