Market Research Mistakes Your Company Should Watch Out For

Do the best marketing strategies come from market research or buyer persona research?

It’s not a trick question—these are completely different approaches, although many marketers get them confused.

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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, content marketing, Market Research, market research, marketing surveys, Uncategorized

Get your Buyer Personas Right with 7 Rules

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

Gartner says: Sales and marketing influences just 32% of B2B buyer’s journey

buyers journeyI am fascinated by a recent Gartner study about the journey of 700 enterprise buyers across the U.S., EMEA, Brazil, India and China. According to a recent interview with Hank Barnes, Research Vice President at Gartner, the study focused on four areas:

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Topics: B2B, B2B marketing, buyer interviews, buyer journey, buyer persona, Buyer Personas, Buying Criteria, competitive marketing, competitive strategy, Good Use of Personas, Market Research, market research, marketing plans, sales enablement, Sales people, Technology Buyers

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A few days ago, Mark Schaefer published an article entitled “Why customer personas may be an outdated marketing technique.”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

How Radio Shack lost their buyer focus and their business

Radio Shack logoI was saddened by Radio Shack’s recent bankruptcy filing. Its convenient stores and helpful staff are easy to find in any city I’m visiting. There is even a store in the tiny community where I live.

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Topics: business planning, buyer persona, Buyer Personas, buyer personas book, Buying Criteria, Market Research, market research, marketing strategy, Positioning & Messaging, Radio Shack, Who Needs This

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

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

Got Buyer Personas? 44% say yes, but 85% aren’t using them effectively

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

Keep Your Eye on the Gorilla

I was recently reminded of a very interesting experiment that two cognitive psychologists conducted in 1999. In it, they tasked a group of people with watching people pass basketballs around, counting how many times the people in the white shirts passed to one another. Here, you can try it yourself.


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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, content marketing, Market Research, market research, marketing surveys, Uncategorized

In Search of the Killer Persona

I was watching the first season of NBC’s drama Hannibal because people told me it was good. It is! It can be gruesome, but the psychological interplay between the two lead characters is fascinating.

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Topics: B2B marketing, buyer persona, Buyer Personas, market research

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