When we put time, resources, and money into anything we do business-related, it is natural to seek value in return. Value comes from understanding what are the right things to get done. How to ensure investment in buyer insight research and buyer persona development adds value is one question I get asked frequently. Doing The
7 Criteria To Ensure Doing The Right Things For Buyer Personas Read More »
Are the goals you think of, consciously and non-consciously, the same as they were five years ago? Ten years ago? The chances are, they have changed. For some, changes may be subtle while for others goals have changed substantially. Significant shifts in buyer behavior as a result of evolving digital technology are causing both buyers
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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 –
Do Your Buyer Personas Look Like They Are From 1980? Read More »
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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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
The Gap. Can You Fill It? 3 Ways You Can. Read More »
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
The Chief Marketing Officer’s Dilemma Read More »
(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
Follow the Road to Content Marketing Effectiveness with Buyer Persona Story Mapping Read More »
(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
How To Boost Content Marketing Effectiveness with Buyer Persona Scenarios Read More »
(This is part one 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.) One good trait of a storyteller is they also know about the story of the person or people they are telling a story to. Knowing how
Accelerate Content Marketing Effectiveness With The Power of Buyer Persona Stories Read More »
When it comes specifically to buyer personas, there have been plenty of questions about how to pull off a successful initiative. This is one question I typically have been asked when engaged in conversations helping people with questions. It can be a painful question for those who have made attempts in the past only to
How Can We Make Sure Our Buyer Persona Initiative is a Success? (5 Helpful Elements) Read More »
