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

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

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

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