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

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

Building B2B Buyer Personas? Focus on the Buying Decision ... then the Person

I’m concerned that so many people think that buyer personas begin and end with a description of a person. This demographic approach to buyer personas typically results in far too many personas, and information that is obvious or irrelevant for most marketers.

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Topics: B2B, B2B marketing, building buyer personas, buyer persona, Buyer Personas, marketing workshop, product marketing, Product Marketing Redefined, Uncategorized, Win/Loss

Orbitz Reveals Too Much About Mac Buyer Persona

I’m frequently asked for examples of buyer personas, but my clients never allow me to share their findings publicly. That's because the insights they discover about their buyers are non-obvious and therefore the source of significant competitive advantage.

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Topics: buyer persona, Buyer Personas, Buying Criteria, Good Use of Personas, Market Research, marketing, product marketing, Public Relations, Uncategorized, Who Needs This

Marketing lessons from 'the other' Adele

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

What David Meerman Scott's success says about choosing a place to focus

Today David Meerman Scott launched his 8th book, “Newsjacking: How to Inject Your Ideas into a Breaking News Story and Generate Tons of Media Coverage.” I’ve just read it and am confident that it will be another huge success for David, who is best known for the bestseller “The New Rules of Marketing and PR”.

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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, David Meerman Scott, Good Use of Personas, Launch, newsjacking, persona marketing, product marketing, Product Marketing Redefined, Public Relations, Uncategorized

Ask interesting questions to hear how buyers think

Imagine that you’re at a party with a group of acquaintances and the woman standing next to you announces her weekend plans – she’ll be painting her apartment. Which of the following would you be most likely to ask:

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Topics: B2B, buyer persona, Buyer Personas, Buying Criteria, buying process, Leads generation and nurturing, Market Research, product marketing, Product Marketing Redefined, Uncategorized, win loss, Win/Loss

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

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

Buyer Persona Insights Float the Winning Boat

“No honey, we are not going to buy a new boat.” That’s what the fisherman’s wife said when her husband revealed his great idea.

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Topics: B2B marketing, buyer insights, buyer persona, Buyer Personas, Buying Criteria, Good Use of Personas, Launch, market research, marketing messages, Positioning & Messaging, product marketing, Sales people, Uncategorized, Writing

Unexpected but clear -- How we developed our own persona-focused message

I spent the last few months eating my own dog food – relying on buyer personas to develop the messaging for Buyer Persona Institute and its new workshops. I worked with an incredible team and we are pleased with our core message -- At Buyer Persona Institute, our sole aim is to give your buyers the voice to say: "Here's what really matters to me: please deliver."

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Topics: B2B marketing, buyer persona, buyer persona workshop, Buyer Personas, Good Use of Personas, Market Research, market research, Positioning & Messaging, product marketing, Uncategorized, win loss

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