For Breakthrough Results, Demand Authentic B2B Personas

We are shocked to hear anyone say that buyer personas are fictional. Why would anyone rely on fiction for important decisions?

And although simple approaches are always appealing, please be clear that there is no ROI when you download buyer persona templates from the Internet and fill in the blanks. Templates only organize your existing perceptions, or even more dangerously, your company’s assumptions and wishful thinking. 

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Topics: B2B marketing, Buyer Personas, Marketing ROI, Buyer Persona ROI, Marketing results

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