goals

Are Your Buyer Personas Data Overkill?

As the concept of buyer personas has crept into the conscious of both B2C and B2B Marketing, so has misguided representations of buyer personas become prevalent.  With many touted frameworks and processes being representative of buyer personas in name only.  These misrepresentations have also led to a tendency to throw everything, including the kitchen sink, …

Are Your Buyer Personas Data Overkill? Read More »

Why Brexit Will Affect The Future Of Global Business Marketing

The stunning outcome of Britain’s decisive vote to exit the European Union has caught the political, economic, and business world by surprise.  Creating uncertainty in world financial markets, the future of the European Union, the pace of globalization, how to strategically plan for an eventual exit, and how to prepare for potential risk from this …

Why Brexit Will Affect The Future Of Global Business Marketing Read More »

5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research

The term, audience development, has become more ubiquitous in the world of marketing.  A recognition of the growing importance of digital content marketing to overall marketing strategies today.  For B2C CMOs, the concept of developing audiences and communities has been an essential core principle for some time. For B2B CMOs, the idea of audience development …

5 Ways B2B CMOs Can improve Audience Development With Buyer Persona Research Read More »

Overcoming The Content Personalization Challenge With Buyer Persona Research

It is clear that one of the top challenges facing marketing, especially B2B marketing, is the ability to connect with potential buyers on a personal level.  Recent surveys of marketing professionals by Rapt Media, Forrester, Seismic, SAP, IBM, and others all indicate that content personalization remains the biggest challenge for marketers this year and for …

Overcoming The Content Personalization Challenge With Buyer Persona Research Read More »

4 Myths Preventing True B2B Customer Understanding

There is a big problem when it comes to B2B customer research.  And, most B2B executives may be unable to see or recognize the problem.  The scarier notion is some may not even know it exists. What is this big problem? According to various studies over the years (by credible institutions such as Harvard) regarding …

4 Myths Preventing True B2B Customer Understanding Read More »

Is B2B Content Engagement Heading In The Wrong Direction?

Sometimes more is truly less.  When it comes to the state of B2B content marketing and engagement, this proverb is on the mark.   According to a recent study by Track Maven, one among a few on this topic, shows both B2B and B2C marketers have increased their publishing of content in 2015 by as much …

Is B2B Content Engagement Heading In The Wrong Direction? Read More »

How To Lead With Customer-Focused Content

The explosion of content in the digital world is an unprecedented phenomenon just a few could have predicted twenty-five years ago.  Content is ubiquitous in all phases of life and in business.  In fact, it is getting harder and harder to find a slice of time where content is not invading precious personal or business …

How To Lead With Customer-Focused Content Read More »

Study Confirms Importance Of Qualitative Research To Success With Buyer Personas

A recent survey conducted by Cintell*, entitled 2016 Benchmark Study On Understanding B2B Buyers, indicates that high performing organizations utilized qualitative research for their buyer personas.  The study focused entirely on the use of buyer personas for understanding B2B buyers. Findings also found that 70% of companies who missed their revenue goals did not conduct …

Study Confirms Importance Of Qualitative Research To Success With Buyer Personas Read More »

State Of Buyer Personas 2016 Survey

This has been an eventful year.  We are seeing continued growth in the adoption of buyer personas as a means for understanding buyers and customers.  At the same time, the growth is fraught with the perils of buyer personas being misunderstood, mislabeled, and serving as a cover for basic buyer profiling. Each year, since originating …

State Of Buyer Personas 2016 Survey Read More »