Tag Archives: Sales intelligence

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…

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Tony
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Do Your Buyer Personas Look Like They Are From 1980?

It is downright scary.  Pressure is building to come out of the recession and light a fire undergrowth.  Marketers and sellers are responding impulsively.  How?  Slipping back into a time warp of the ‘80’s.  A world filled with focus on product centers, product marketing, selling features and benefits, and the buyer was a target – which bought, not engaged. Times Have Changed We know market dynamics, buying behavior, and technology has changed.  Marketers and sellers are in the throes of a buyer revolution.  It is not going to end soon.  The pace of change will accelerate.  It is going in…

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Tony
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Why Are 76% of Content Marketers Forgetting Sales Enablement?

24%.  That is it.  At the recent Hubspot Inbound Conference in August, this percentage was mentioned.   It represents the percentage, from Hubspot’s recent State of inbound Marketing report, of marketers surveyed who do have agreements with sales on defining lead responsibilities.  Very surprising and no wonder there have been increasing indications of content marketing ineffectiveness. Half The Story Statistics being statistics let us presume further validation would still be close with a plus or minus 5-percentage spread.  It means it is quite possible nearly three-fourths of marketers are not in alignment with sales on an important issue.  A read into…

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Tony
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5 Core Components of Buyer Persona Development

What exactly is buyer persona development?  Recently, this question came from several who have “done personas” but have met resistance or disappointment.  Our discussion centered on why the buyer personas developed offered little value. Why No Value? In my conversations helping people, there are two reasons why buyer persona efforts have been met with either resistance or disappointment. Buyer personas are perceived as a customer profile.  A customer profile with a picture offers little value. Sales intelligence is misperceived or misrepresented as buyer insights. These two reasons can result in resistance and disappointment.  While a customer profile can help with…

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Tony
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