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

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

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

2 Ways to Overcome Resistance to Your Need for Buyer Persona Insights

BattleIn the last month, I had a chance to deliver sessions about insightful buyer personas at two of my favorite conferences, Content Marketing World and Marketing Profs’ B2B Marketing Forum.

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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, buyerpersonas, buyer's journey, Market Research, marketing strategy, Product Marketing Redefined, sales and marketing alignment, Win/Loss

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

Buyer Personas: Bright Shiny Object or Compelling Strategic Advantage?

How are you positioned? I’m not asking about your products, I’m asking about you, a career marketer who needs to be positioned as an expert that clients or internal stakeholders will trust to market their solutions.

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Topics: B2B marketing, buyer persona, Buyer Personas, content marketing, Good Use of Personas, Market Research, market segmentation, market strategy, messaging, positioning, Positioning & Messaging, Product Marketing Redefined, strategic marketing, target markets

Marketing ROI, Sales Leads and the Search for Credibility

Solutions that report on marketing results have been around for decades. Demand for useful data has produced mature marketing automation solutions at prices that make them affordable for companies of every size.

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Topics: B2B marketing, buyer interviews, buyer persona, Buyer Personas, Leads generation and nurturing, Market Research, Marketing ROI, Marketing ROI and Sales Leads, Positioning & Messaging, sales leads, Uncategorized, win loss, Win/Loss

Listen first, then talk to your buyers

How much time do you spend truly listening to buyers and customers? Marketers get little, if any, quality time with the real people they hope to persuade to listen to them.

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Topics: B2B, buyer persona, Buyer Personas, competitive strategy, content marketing, lead generation, Leads generation and nurturing, Market Research, market research, Positioning & Messaging, Uncategorized

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