How Kristine developed a great buyer persona

I recently reviewed twenty-four buyer personas produced by four product marketing teams. While most  needed a lot more work, Kristine’s was exceptional.

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Topics: B2B, buyer persona, Buyer Personas, Market Research, product marketing, research

How many buyer personas can you afford to engage with unique messaging and campaigns?

That’s my answer when people ask me how many buyer personas they need. It probably isn’t satisfying when I answer a question with another question, especially when the expected answer is a number -- three, five, ten or whatever.

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Topics: Buyer Personas, Buying Criteria, Good Use of Personas, Market Research, Positioning & Messaging, product marketing, Product Marketing Redefined

A new year, a new decade, a new chance to help buyers find answers to their problems

Judging by the current interest in buyer personas, 2010 could be the decade when companies realize the competitive advantage that belongs to those companies that have the deepest insight into their target buyers.

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Topics: B2B marketing, buyer persona, Buyer Personas, Buying Criteria, Positioning & Messaging, product marketing, Product Marketing Redefined, Sales people, Technology Buyers, Writing

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