Do Sales Teams Want Buyer Personas?

You may have heard that buyer personas are a vital tool for salespeople, and wondered if you should feature them in an upcoming launch or sales kickoff.

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Topics: Buyer Personas, competitive analysis, Launch, marketing personas, Marketing ROI and Sales Leads, sales kickoff, sales launch, Sales people, Win/Loss, win/loss analysis

Gartner says: Sales and marketing influences just 32% of B2B buyer’s journey

buyers journeyI am fascinated by a recent Gartner study about the journey of 700 enterprise buyers across the U.S., EMEA, Brazil, India and China. According to a recent interview with Hank Barnes, Research Vice President at Gartner, the study focused on four areas:

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Topics: B2B, B2B marketing, buyer interviews, buyer journey, buyer persona, Buyer Personas, Buying Criteria, competitive marketing, competitive strategy, Good Use of Personas, Market Research, market research, marketing plans, sales enablement, Sales people, Technology Buyers

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A few days ago, Mark Schaefer published an article entitled “Why customer personas may be an outdated marketing technique.”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

The 5 Marketing Lessons I Learned From My 5 Years in Sales

Spotlight on 5One of the life experiences I credit most for teaching me about marketing was the five years I spent in sales. I came to that job in a roundabout way – a division of Wells Fargo Bank wanted a paperless office and asked me to make that happen. I knew nothing about technology (and ultimately failed to create paperless-ness) but I quickly fell in love with computers.

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Topics: B2B marketing, B2B sales, buyer persona, Buyer Personas, Leads generation and nurturing, marketing management, Marketing ROI and Sales Leads, marketing training, Positioning & Messaging, sales management, Sales people, sales training, Uncategorized

Upcoming Online Seminar: Using Buyer Personas to Make an Impact on Marketing ROI

pro_colorful-personas_275x185This Thursday, I’ll deliver an online seminar at Marketing Profs that I’m really excited about.

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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, content marketing, Content Marketing, Launch, Leads generation and nurturing, messaging, Positioning & Messaging, sales enablement, Sales people

Got Buyer Personas? Take One More Step Before Sharing Them With Your Salespeople

danger trip hazardIf you’ve been reading this blog, you’re well aware of the impact that properly-constructed buyer personas can have on sales and marketing. But – and this might seem strange – for best results, you don’t want to send your personas straight to the sales team.

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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, Good Use of Personas, Launch, lead generation, Leads generation and nurturing, marketing messages, Marketing ROI and Sales Leads, sales enablement, Sales people, sales playbook

Deloitte Case Study is a Powerful Endorsement for Buyer Personas

One of the hardest parts of bringing our Buyer Persona model into practice actually comes after the project is completed.

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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, content marketing, Content Marketing, Good Use of Personas, messaging, Positioning & Messaging, sales enablement, Sales people, Uncategorized

Close the Gap Between Sales and Marketing With Buyer Personas

I rarely mention it, but I spent a year of my marketing career as a sales rep.

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Topics: buyer persona, Buyer Personas, Good Use of Personas, sales and marketing alignment, Sales people, Uncategorized

Bad news or good news? You decide.

A recent engagement started with a familiar problem – the client wanted a single value proposition for a proposed suite of solutions that includes four existing products. The messaging would drive the development of their content marketing assets and help the sales people cross-sell the underlying products.

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Topics: buyer persona, Buyer Personas, Buying Criteria, Good Use of Personas, interviewing buyers, Launch, Market Research, messaging, Positioning & Messaging, Sales people, solution messaging, Uncategorized, Win/Loss

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