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A few days ago, Mark Schaefer published an article entitled “Why customer personas may be an outdated marketing technique.”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

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

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

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

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

The 5 Marketing Lessons I Learned From My 5 Years in Sales

Spotlight on 5One of the life experiences I credit most for teaching me about marketing was the five years I spent in sales. I came to that job in a roundabout way – a division of Wells Fargo Bank wanted a paperless office and asked me to make that happen. I knew nothing about technology (and ultimately failed to create paperless-ness) but I quickly fell in love with computers.

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Topics: B2B marketing, B2B sales, buyer persona, Buyer Personas, Leads generation and nurturing, marketing management, Marketing ROI and Sales Leads, marketing training, Positioning & Messaging, sales management, Sales people, sales training, Uncategorized

Upcoming Online Seminar: Using Buyer Personas to Make an Impact on Marketing ROI

pro_colorful-personas_275x185This Thursday, I’ll deliver an online seminar at Marketing Profs that I’m really excited about.

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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, content marketing, Content Marketing, Launch, Leads generation and nurturing, messaging, Positioning & Messaging, sales enablement, Sales people

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

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

But What Do Our Buyer Personas Want?

People ask me why I decided to focus on buyer personas.

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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, content marketing, Leads generation and nurturing, Market Research, market research, marketing plans, marketing strategy, messaging, Positioning & Messaging, product marketing, strategic marketing, Writing

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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