customer persona

Why The Differences Between Buyer Profiling and Buyer Personas Matters

Many marketing and sales executives agree the need to understand buyers today is greater than ever.  Markets and industries in B2B are still trying to figure out the impact of changing buying behaviors.  There is heightened attention in customer acquisition – mainly because it has become a guessing game. What many executives are discovering is […]

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The Missing Art and Science of Dialogue in Marketing and Sales

If you have not been living under a rock the past five years, it is hard not to notice the ubiquitous nature of an always-on society beginning to emerge.  Parenting now involves monitoring teens tethered to digital devices.  Car manufacturers are increasingly attempting to create a digital cave as part of your driving experience.  It

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Are You Marketing To A Buyer Persona Only? Why A New B2B Persona Paradigm Is Needed.

I came across a word recently, which made me pause and think.  It is a word many of us have heard.  Perhaps we have not heard or seen this word in this form but in one form or another.  The meaning of this word, in many ways, appears to be describing an impact of the

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