@markwschaefer is right – stop building stupid buyer personas

Posted by Adele Revella on Apr 30, 2015 8:00:16 AM

A few days ago, Mark Schaefer published an article entitled “Why customer personas may be an outdated marketing technique.”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

Big News from Buyer Persona Institute

Posted by Adele Revella on Dec 2, 2014 8:00:34 AM

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

Hot Off the Press: The Buyer Persona Manifesto, 2nd Edition

Posted by Adele Revella on Apr 15, 2014 8:00:19 AM

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

Buyer Personas: Bright Shiny Object or Compelling Strategic Advantage?

Posted by Adele Revella on Jun 26, 2013 8:00:37 AM

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 lessons from 'the other' Adele

Posted by Adele Revella on Feb 20, 2012 7:00:41 AM

Watching the Grammys last week, I was captivated by the acclaim for Adele, who dominated the night with six awards, including best song, best record and best album.

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Topics: buyer persona, Buyer Personas, Good Use of Personas, messaging, positioning, Positioning & Messaging, product marketing, Public Relations, Uncategorized

Marketers need to find a premium-price position for mature products

Posted by Adele Revella on Jul 27, 2011 11:00:11 AM

James’ email question was logical – “This is a solution that hasn’t changed much in years, and the market is really mature. So we know a lot about how our buyers think. Is there a simplified way to make sure that our messaging is on target?”

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Topics: B2B, B2B marketing, buyer insights, buyer journey, Buyer Personas, Buying Criteria, buying process, discounting, Good Use of Personas, Market Research, persona marketing, positioning, Positioning & Messaging, premium pricing, product marketing, Product Marketing Redefined, research, Sales people, Technology Buyers, win loss, Win/Loss

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