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

Practitioner Perspective: The 6 Most Important (Surprising) Things I’ve Learned From Doing B2B Buyer Personas

Untitled attachment 00055This post is contributed by Gordana Stok, a Certified Practitioner of the Buyer Persona Institute methodology.

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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, content marketing, Content Marketing, Good Use of Personas, Market Research, messaging and positioning, Positioning & Messaging

Power to the Soccer Mom: How Just One Buyer Persona Revealed This Winning Strategy

soccer momI like to learn about marketing in unexpected places. The U.S. presidential campaigns are especially fascinating because they represent a “high consideration” decision where, like many B2B products, you don’t know exactly what you’re going to get until the deal is done and you “install the solution”.

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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, Good Use of Personas, messaging, political marketing, Positioning & Messaging, Public Relations, Uncategorized

Got Buyer Personas? Take One More Step Before Sharing Them With Your Salespeople

danger trip hazardIf you’ve been reading this blog, you’re well aware of the impact that properly-constructed buyer personas can have on sales and marketing. But – and this might seem strange – for best results, you don’t want to send your personas straight to the sales team.

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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, Good Use of Personas, Launch, lead generation, Leads generation and nurturing, marketing messages, Marketing ROI and Sales Leads, sales enablement, Sales people, sales playbook

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

Deloitte Case Study is a Powerful Endorsement for Buyer Personas

One of the hardest parts of bringing our Buyer Persona model into practice actually comes after the project is completed.

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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, content marketing, Content Marketing, Good Use of Personas, messaging, Positioning & Messaging, sales enablement, Sales people, Uncategorized

Does Marketing Matter? Buyer Personas are Rewriting the Rules About ROI

For nearly a dDoes Marketing Matterecade, I developed and led a marketing workshop for Pragmatic Marketing, the leader in training courses for B2B product managers and marketers.  I wrote this article for the Fall issue of Pragmatic Marketer Magazine, released yesterday in celebration of the company’s 20th anniversary.

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Topics: B2B marketing, buyer persona, Buyer Personas, Content Marketing, Good Use of Personas, Leads generation and nurturing, Market Research, market research, Marketing ROI, Marketing ROI and Sales Leads, Positioning & Messaging, Pragmatic Marketing, Product Marketing Redefined, Uncategorized

6 Reasons to Start Using Buyer Personas Now

It's been seven years since I started The Buyer Persona Blog, and I am pleased to publish our very first guest post. I hope you enjoy these recommendations from Irakli Beselidze, CEO of Premier SV in Russia, presenter of Marketing Guru TV show, and now a Certified Practitioner of Buyer Persona Institute.

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Topics: B2B, buyer persona, Buyer Personas, Good Use of Personas, Market Research, market research, marketing strategy

Choosing to Buy or Build Your Buyer Persona Insights? 4 Trade-offs, 3 Myths, 1 Ideal Option

Are you wondering whether you should build your own buyer personas or turn to third-party researchers for these insights? Since we have considerable experience in both roles -- conducting buyer research and leading workshops for marketers who want to do their own research -- we have a unique perspective about the short and long-term results that each approach delivers.

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Topics: B2B, B2B marketing, building buyer personas, buyer persona, Buyer Personas, Good Use of Personas, Market Research, market research, marketing workshop, product marketing, qualitative buyer research, Uncategorized, Win/Loss

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