Buyer Persona Scenario

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 …

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Can You Predict When Your Customers Will Buy?

During the past two to three years, there has been much focus on understanding the buying process, buying cycles, or as some call it – buyer’s journey – of buyers.  Due to shifts in buyer behavior towards research and evaluation before sales interactions, we have seen the idea of mapping content to buying stages and …

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The Gap. Can You Fill It? 3 Ways You Can.

How the world has changed.  Yet, how things remain the same.  One thing remaining the same is the gap.  And, how the gap is filled. What Is The Gap? Customers and buyers, no matter the market or industry, are in constant motion to fill the gap.  You see, they have a gap between what is …

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The Chief Marketing Officer’s Dilemma

Month after month, Chief Marketing Officers (CMOs) are confronted with a question.  It is a powerful question.  If answered with accuracy and in-depth understanding, it can make a profound difference.  So profound, it will change the fortunes of the organization. What Is The Question? The question, if answered correctly, will accelerate a company’s ability to …

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Is Your Lead Management Ready To Acquire New Business in 2014? 5 Areas to Get in Synch

You can almost see the long trumpets getting ready.  The clarion call for generating new business in 2014 will be loud and long.  B2B businesses have been making the slow crawl out of the recession.  Looking out in the horizon for new markets, growing their customer base, and expanding products and services.  Getting there means …

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Is Your 2014 Sales Strategy Already Doomed By Lack of Information?

Right around the corner, the laborious and angst filled process of planning for 2014 begins.  2014 will be different.  While economic growth will remain sluggish (according to the Congressional Budget Office), businesses are starting to release the chains put around growth spending.  A lot has changed since the meltdown of 2008.  In these short five …

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5 New Buyer Insights You Need To Grow Customer Acquisition

The buyer revolution is in a frenzied uprising.  More empowered and influential than ever before, buyers are letting it be known of their dissatisfaction.  Several reports during the past year indicate buyers frown upon self-serving as well as product-based content marketing and sales approaches.  The power of revolt now a mere click to the trash …

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Follow the Road to Content Marketing Effectiveness with Buyer Persona Story Mapping

(This is part three of a three part series on the use of Buyer Persona Stories™, Buyer Persona Scenarios™, and Buyer Persona Story Mapping™ to drive effective content marketing strategy.) Getting to see the big picture about customers and buyers today is not easy.  It can be like sitting in an old stadium trying to …

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How To Boost Content Marketing Effectiveness with Buyer Persona Scenarios

(This is part two of a three part series on the use of Buyer Persona Stories™, Buyer Persona Scenarios™, and Buyer Persona Story Mapping™ to drive effective content marketing strategy.) Understanding what activities buyers perform as they attempt to solve complex problems has been a challenge in the digital age.  The activities of buyers are …

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