Monthly Archives: March 2015

Does Your Buyer Persona Sound Like A Corporate Talking Machine?

Targets. Initiatives. Objectives. Analysis. Risks. Operations. Industry. Priorities. KPI. Success. Entry. Barriers. Products. Triggers. Requirements. Solutions. Markets. Criteria. Process. Profile. What do these words have in common? They are words you are most likely to see in corporate and company documents related to strategies or tactics of a corporation or private company. They are often found in the confusing array of marketing or sales strategy and planning language. Whereby strategy, planning, objectives and targets somehow get melded into one in the same without any real distinction. Confusion: Company Profile Vs. Buyer Persona One mistaken method related to buyer personas has…

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How CMOs Can Use Persona-Based Customer Strategy To Transform Marketing

For decades, business executives have faced disruptive forces and changes. Brought on by technology, population changes, war, economic collapse, and radical innovation. Due to the disruptive force of the new digital economy, business leaders and CMOs are facing a new phenomenon different than ever experienced before. The rapid changes in digital technologies are overlapping with equally rapid changes in customer behaviors. This powerful combined force is resulting in business leaders awash in responding to new types of organizational challenges. Situations related to nimble competitive entrants, emergence of new markets, changes in buying behaviors, pricing models turned upside down, and the…

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The Missing Link Between Business, Marketing, And Customer Strategy: Buyer Personas

One significant change in the past few years is the top of mind presence of the customer on the part of CEOs. The mandate of “getting closer to the customer” has never been stronger. Various surveys point to CEOs linking business growth to increasing customer engagement efforts, growing their customer base, and improving customer retention. With existing customers and prospective buyers metamorphosing into more digitally inclined buyers, organizations are faced with uncertainty about who represents their buyers. Causing CEOs and the C-Suite to ponder how they should align their overall business strategies with customer strategies. Linking business growth strategies to…

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Use Buyer Personas To Align Marketing With Business Growth Strategies

On the minds of many CEOs for this year and beyond is making business growth a top priority. From the likes of surveys by IBM and Gartner to surveys by the multitude of research firms across the globe, the one consistent driver identified by CEOs is that of business growth. Coming out of the doldrums of the near global economic meltdown beginning in 2008, businesses are bent on growing. Alignment is a tricky word. For marketers, it has meant gravitating towards the inevitable arguing on about tactical marketing and sales alignment. Where their eyes should gaze is towards aligning with…

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