Tag Archives: Persona

Are Your Buyer Personas More About You Than Your Buyers?

Recently, I was asked if I would help review a set of completed buyer personas.  It turned out to be an interesting exercise.  As I usually find when helping people with their questions and challenges.  This particular instance resurfaced one of the major pitfalls of buyer persona developments.  Which is all too common today. Context Recently, we are seeing buyer persona development become a concern for content marketing and product marketing.  The focus is narrowly defined to meet campaign needs and short-term objectives.  The needs are pressing and no doubt folks are under the gun to hit targets.  There are…

READ MORE
Tony
Article by

How Many Buyer Personas Do I Need? (The Answer You Need To Know)

I get asked this question – a lot. I read many incorrect answers – a lot. The right answer matters – a lot. Confusion Reigns This is one of the most asked questions I have encountered since creating the buyer persona concept a dozen years ago.  What concerns me today with the rising interest in buyer personas, is how often this question is answered incorrectly.  The result is confusion in many areas. First, a look at the usual confusing – and incorrect – answers proliferating today: A buyer persona should be created for every role Buyer personas are built for…

READ MORE
Tony
Article by