Persona-Based Marketing

New Survey Highlights What Is Most Important To B2B Customers. Surprise, It Is Not Content Marketing.

The fanfare has been loud and non-stop.  Drums beating and reverberating throughout the B2B world to jump on board the content marketing train.  As in the B2C world, we are beginning to see a dramatic rise in web-based content, online communities, and video-based messaging.  These are proving to be powerful ways to communicate. There is …

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7 Criteria To Ensure Doing The Right Things For Buyer Personas

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 …

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5 Recommendations For Leaving Out-Of-Date Buyer Persona Practices Behind

Companies today are facing challenges to grow yet must do so in new ways.  Finding optimal effectiveness and efficiency in reaching buyers can be elusive.  Confronted with higher expectations by buyers for quality services, better experiences and seamless integration into their business operations.  These factors have B2B organizations on the hunt for deeper understanding of …

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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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6 Reasons Why Buyer Personas Are More Important Than Ever

Alan Cooper first introduced the concept of user personas in 1999 to help inform design strategy, of which I was privileged to witness first-hand.  This was important then since user-friendly digital products and services were lacking.  Challenges on how to make the web user-friendlier were a pressing problem back then as well.  In 2002, I …

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6 Steps To Make Persona-Based Marketing Operational

At one time, we may have been asked to go on a blind date.  Blind dates can be frightening and a cause for much anxiety.  We attempt to picture in our minds what our blind date may look like.  And, we attempt to ask the matchmaker all we can about this person.  We guess and …

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How Can We Make Sure Our Buyer Persona Initiative is a Success? (5 Helpful Elements)

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 …

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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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