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Everything related to buyer personas

Monthly Archives: July 2013

Are You Treating the 57% of the Buyer Journey Statistic As Gospel?

I was inspired to write this article after reading Megan Heuer’s article entitled Three Myths of the 67% Statistic.  Megan is Vice President and Group Director, Data-Driven Marketing at SiriusDecisions.  It is a good read.   I am happy to see SiriusDecision make a commentary on their statistic regarding the buying journey.  As Megan points out, we have all seen a variety of numbers, such as the Corporate Executive Board statistic of 57%, as well as others.   All stating buyers are not making their first sales contact until up to 70% of the buying process is completed. What I would like to…

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How Well Do You Know Your Ideal Company Persona? (4 Ways You Can Know)

The concept of targeting companies has been around for a long time.  Opportunity pipelines usually consist of company names.  Sales automation typically has started out with creating a company account name.  Knowing which companies to target has been the lifeblood for B2B Sales for decades. This approach, however, is starting to become like trying to race across a quicksand lake.  B2B organizations find themselves sinking deep into a state of darkness with little knowledge about the companies being targeted.  There is a reason for this.  For years, we have done targeting quantitatively, categorically, and statistically.  One problem, these approaches give…

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5 Steps B2B Chief Sales Officers Must Take To Survive The B2B Buyer Revolution

For tenured B2B Chief Sales Officers, the world of sales – as they know it – is undergoing its most dramatic disruption in the last 50 years.  What worked before no longer works now.  Sales organizations are under constant assault by both internal forces and buyers.  The demands and expectations of buyers and internal leaders rising each quarter. As I have written about for marketing, B2B sales now find themselves in the throes of a buyer revolution.  The traditional sales processes of the last two decades have been upended and overthrown by newly empowered buyers.  The use of conventional sales…

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Why Should We Use Third-Party Qualitative Research for Buyer Persona Development?

Unlocking true customer insight into buying behavior in the digital age has become important to staying one step ahead of your competition.  Yet, many organizations today lack people with the attributes, skills, education, and experience which are required to unlock deep and profound customer insights.  Many Chief Marketing Officers face this same dilemma with content marketing.  Where new non-traditional marketing skills, such as journalism and copywriting, are becoming the new marketing of today.  Many Chief Sales Officers also face a need for new skills in operations and processes. The Rise of Insight Buyer and customer insight is emerging as a…

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How Does B2B Market Segmentation Differ From B2B Buyer Personas?

This question has resurfaced over the past dozen or more years multiple times.  It still seems to confound B2B marketing and sales leaders.  A question I get asked often as well.  The differences between B2B market segmentation and B2B buyer personas are significant.  Misunderstanding the differences has also contributed to mislabeled buyer personas. B2B versus B2C As the world of business became more complex in the past 100 years, attempts to segment buyers and customers have become more sophisticated.  We have databases to mine, new ways of stratifying, and automation enabling us to target more effectively.  The value of segmentation…

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