Persona buying Cycle

What is a Buyer Persona? Why the Original Definition Still Matters to B2B

When I first founded buyer persona development a dozen years ago, I used to get asked, “What is a buyer persona?” quite often.  Nowadays, as I engage in conversations about buyer personas and buyer insights, I have to remind myself to ask what the person believes a buyer persona is. Of late, there has been …

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Buyer Foresight: Article Roundup Vol. 1

Something new. Periodically, I will highlight a compilation of linked articles I have written to help people.  The purpose is to reflect on what can truly provide new thinking for use in today’s complex business world.  My hope is such reflection will help people to gain their own foresight into future possibilities. Let’s get started: …

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3 Steps For Finding Profound Buyer Insights Like Sherlock Holmes

Sherlock Holmes is the most famous fictional detective of all time.  Introduced to the world in 1897 by Sir Arthur Conan Doyle.  Well noted for his logical reasoning, canny ability to get people to confess, and use forensic science to solve the most heinous crimes. Given the complex nature of B2B Marketing and Sales today, …

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How Activity-Based Buyer Persona Development Generates Opportunities

We are busy people.  Our business and personal days are filled with activities.  The activities we engage in usually are designed to help us accomplish either a business or personal goal.  For example, I get up early and go to the gym and engage in the activities of exercising.  Not because I just want to …

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Map Content to the 5 Phases of the B2B Buyer Persona Buying Cycle

B2B business strategies were much simpler back in the day.  In the pre-Internet and pre-digital age, the target of one customer or buyer was an accepted viewpoint.  We are no longer back in those days. We are in the new digital age.  This new age consists of more complexity, collaboration, co-creation, and new emerging buying …

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3 Ways to Be a Market Leader with Buyer Foresight

Every company has aspirations to become the market leader in their space.  Leading your market has built-in advantages over your competition.  Market leadership helps to ensure a level of stability and longevity. Getting there and staying there is the hard part. The demands of the market and the buyers within them can set the bar …

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4 Reasons Why Content Marketing Should Care About Audience Development

Over the past year, questions about content marketing effectiveness are beginning to surface.  The Content Marketing Institute as well as a survey sponsored by eConsultancy, indicated belief in effectiveness was under 40%.  Most recently, SiriusDecisions made this statement: “Fully 60 to 70 percent of content churned out by b-to-b marketing departments today sits unused. This …

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