@markwschaefer is right – stop building stupid buyer personas

A few days ago, Mark Schaefer published an article entitled “Why customer personas may be an outdated marketing technique.”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

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

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

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

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

How to Rock Your Content With Just 5 Buying Insights

Given the big investments that companies make in content marketing, you’d think that buyers would be impressed. You’d also expect that company executives would be enthusiastic about marketing results. Yet, marketers continue to struggle for budget, and buyers regularly tell us that vendor-supplied information isn’t helpful.

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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, competitive marketing, content marketing, Content Marketing, content marketing world, Joe Pulizzi, Launch, Leads generation and nurturing, Lee Odden, Positioning & Messaging, Product Marketing Redefined, strategic marketing, Top Rank

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

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

My Personal Journey to Buyer Expert: What the 1986 Challenger Disaster Taught Me About Marketing

It was 8:30 a.m. Pacific Time on January 28, 1986. This would be my second day as an Account Executive at Regis McKenna, the PR firm that Apple, Intel and most of the successful technology companies at that time trusted for their positioning and marketing strategies. I had a bit of marketing experience from my prior tech company job, but frankly, I was filled with anticipation and nervous about working for a famous PR firm.

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Topics: B2B marketing, buyer persona, Buyer Personas, Good Use of Personas, Launch, marketing strategy, Positioning & Messaging, Product Marketing Redefined, Public Relations, Uncategorized

What's Different About B2B vs. B2C Marketing?

I’ve seen this question posed to several of the industry’s most renowned marketing experts, but I have never heard a really good answer.  The differences between B2B and B2C remain mysterious – so much so that marketers rarely cross from one side to the other during their careers.

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Topics: B2B, B2B marketing, B2C marketing, buyer persona, Buyer Personas, Market Research, market research, Product Marketing Redefined, Uncategorized

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