Do Sales Teams Want Buyer Personas?

Posted by Adele Revella on Nov 2, 2016 9:00:23 AM

danger trip hazardYou 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.

Read More

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

2 Ways to Overcome Resistance to Your Need for Buyer Persona Insights

Posted by Adele Revella on Oct 15, 2013 8:00:35 AM

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.

Read More

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

Choosing to Buy or Build Your Buyer Persona Insights? 4 Trade-offs, 3 Myths, 1 Ideal Option

Posted by Adele Revella on Jul 8, 2013 8:00:11 AM

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.

Read More

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

Posted by Adele Revella on May 16, 2013 8:00:16 AM

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.

Read More

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

Posted by Adele Revella on Apr 9, 2013 9:00:22 AM

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.

Read More

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

Posted by Adele Revella on Mar 19, 2013 9:00:57 AM

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.

Read More

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

[Free new eBook] For Compelling Content, Let Your Buyers Be Your Guide

Posted by Adele Revella on Sep 5, 2012 8:00:37 AM

If you’ve developed buyer personas, does your content show it?  When persona-guided content looks much the same as it always did, it's a sign that the underlying personas are missing key insights.

Read More

Topics: B2B, buyer persona, Buyer Personas, content marketing, content marketing world, Leads generation and nurturing, marketing content, Positioning & Messaging, Uncategorized, Win/Loss, Writing

Templates and Guidelines for Useful Buyer Personas

Posted by Adele Revella on Aug 13, 2012 5:10:35 PM

Just because you’ve met with internal stakeholders and can tick off buyer pain points-- increasing operational efficiency, reducing costs and minimizing risks—doesn’t mean you know your buyer personas.

Read More

Topics: B2B, buyer persona template, Buyer Personas, persona templates, Positioning & Messaging, Uncategorized, Win/Loss, Writing

Why Marketing Needs a Perceived Core Competency

Posted by Adele Revella on Jul 30, 2012 3:11:54 PM

When I ask B2B marketers about their personal priorities, they describe their desire to participate in strategic, high value decisions. Too often, this goal stands in stark contrast with their stories about a typical workday, toiling away with little more autonomy than a production-line factory worker.

Read More

Topics: B2B, B2B marketing, buyer persona, Buyer Personas, Good Use of Personas, Market Research, Positioning & Messaging, Product Marketing Redefined, Public Relations, strategic marketing, Uncategorized, Win/Loss

Betcha Don't Know Why Your Buyer Persona Makes that Choice

Posted by Adele Revella on May 2, 2012 6:00:59 AM

When I hear about buyer personas built on input from the sales people, I think about all the times that I asked our reps why a customer chose us (or didn’t).

Read More

Topics: B2B, B2B marketing workshop, buyer persona, Buyer Personas, Buying Criteria, Market Research, market research, Positioning & Messaging, win loss, Win/Loss

Categories

See all