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

Jan. 1 Fails to Inspire B2B Buyer Persona Resolutions … Do You Know What Does?

Top 10 2014 Resolutions Top Resolutions for 2014
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Topics: B2B marketing, buyer persona, Buyer Personas, Buying Criteria, content marketing, Content Marketing, lead generation, Leads generation and nurturing, marketing messages, Marketing ROI and Sales Leads, Positioning & Messaging, 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

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

Top 10 Things the B2B Buyer Persona is Saying About Your (Content) Marketing

Maybe I missed it, but I haven’t seen David Letterman do this one, so I want to tell you what B2B buyers tell us about marketing's influence on their decisions. Note that every one of these statements comes from real interviews with actual buyers. After all, we don’t believe in making stuff up about buyer personas.

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Topics: B2B, B2B marketing, buyer persona, buyer persona workshop, Buyer Personas, content marketing, Marketing ROI and Sales Leads, Positioning & Messaging, strategic marketing, Uncategorized, Win/Loss

Marketing ROI, Sales Leads and the Search for Credibility

Solutions that report on marketing results have been around for decades. Demand for useful data has produced mature marketing automation solutions at prices that make them affordable for companies of every size.

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Topics: B2B marketing, buyer interviews, buyer persona, Buyer Personas, Leads generation and nurturing, Market Research, Marketing ROI, Marketing ROI and Sales Leads, Positioning & Messaging, sales leads, Uncategorized, win loss, 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

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

It's a buyer's market, so why do marketers think like sellers?

Knowing your buyer isn't exactly a new idea. I first learned to interview buyers in the 80's when I was with Regis McKenna, the PR firm that represented Apple, Intel and many other technology leaders at the time.

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Topics: B2B, B2B marketing, buyer persona, Buyer Personas, content marketing, Good Use of Personas, Technology Buyers, Uncategorized

Listen first, then talk to your buyers

How much time do you spend truly listening to buyers and customers? Marketers get little, if any, quality time with the real people they hope to persuade to listen to them.

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Topics: B2B, buyer persona, Buyer Personas, competitive strategy, content marketing, lead generation, Leads generation and nurturing, Market Research, market research, Positioning & Messaging, Uncategorized

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