Ideal Buyer Persona

The Missing Link Between Business, Marketing, And Customer Strategy: Buyer Personas

One significant change in the past few years is the top of mind presence of the customer on the part of CEOs. The mandate of “getting closer to the customer” has never been stronger. Various surveys point to CEOs linking business growth to increasing customer engagement efforts, growing their customer base, and improving customer retention. […]

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6 Advanced Best Practices in Buyer Personas Propel Growth

For many B2B organizations, there is renewed energy towards growth.  Hesitant during the long crawl of the recession, companies are once again setting more ambitious growth goals.  What makes this point in time different is buyers are no longer as they were just five years ago.  Understanding buyers in the new digital age takes on

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Up Your Game On Buyer Insight Research For Quality Buyer Personas

What has become abundantly clear to is this: understanding your prospects and customers is essential.  B2B companies who outperform their competitors are doing so with deep insights into how their buyers are behaving.  More importantly, learning the “why” of the behaviors driving their customers and prospects to make a purchase decision. Behind The Curve Many

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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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Accelerate Content Marketing Effectiveness With The Power of Buyer Persona Stories

(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

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Does Your Organization Have What It Takes to Catch Up to Evolving Buyers?

Today’s buyers are afforded sources of information, systems, and tools, which help them to make the right purchase decisions.  Depending on the complexity of challenges faced, buyers may be seeking simple answers or complex custom solutions.  For B2B buyers, the nature of buying itself has changed.  This puts pressure on B2B marketers and sellers to

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4 Hurdles To Being Customer-Centric (4 Steps to Jump Over Them)

In commoditized markets, B2B organizations are under constant threat of watching their customer base evaporate into thin air.  Getting caught flat-footed as markets migrate to competitors offering newer products and services.  Suffering the consequences of not transitioning from a product-centric company to a customer-centric company. Is Customer-Centric Enough? B2B organizations continue to struggle in the

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Use Persona-Based Buying Scenarios To Improve Buyer Predictability

One of the must have competencies in the future of B2B is buyer predictability.  Without it, there will be an inability to anticipate how to help buyers and customers.  Creating the undesirable position of being old news. Scenario Planning Scenario planning, as a strategic tool, has been around for a while.  It is used in

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