The Buyer Persona Blog

Don’t Get Stuck With Bad Buyer Personas

Marketing and Sales Leaders Need To Know The Difference Between Bad Versus Good Buyer Personas To Achieve Growth Not all buyer personas are created equally. This is a problem.  Because if they are not created equally, meaning with proven research rigor and processes, we will wind up with a bunch of really bad buyer personas.  As far as I can see, there is a whole lotta bad buyer personas being created. This is upsetting from a founder’s perspective.  For when done correctly, buyer personas can be powerful in their ability to provide meaningful buyer insights that make a difference…

Buyer Aligned Sales Processes Are In Need Of A Redesign To Succeed In A New Era For B2B

B2B Organizations Must Reinvent To Accomplish Buyer-Aligned Strategies Post-Pandemic In the lexicon of business, especially B2B, words and phrases can take on so many different meanings.  That they, in effect, lose their intended purpose after a while.  For instance, you most likely have heard or read something about the buyer-aligned sales process within the past few years.  What does that actually mean today?  Especially in a world turned upside down.  Accompanied by much uncertainty on how the future is shaping up. The term buyer-aligned will take on a significant new meaning as you enter a new era of B2B…

5 Essential Reasons To Create In-House Buyer Persona Expertise

Marketing and Sales Leaders Can Increase Their Value Through In-House Buyer Insights and Buyer Persona Development Capabilities Since the origins of the buyer persona concept in 2001, buyers and their buying behaviors have always been in a constant state of change.  What is different today versus the earlier 2000s is the pace of change is much more rapid as well as substantial.  The global pandemic adding fuel to anticipated behavioral shifts on the part of buyers.  Creating a roller coaster ride with twists and turns that can be stomach-churning for marketing and sales organizations. A significant issue facing many…

4 Helpful Elements Of Buyer Personas Essential To Your Brand Storytelling

Marketing Leaders Can Use 4 Approaches Involving Buyer Personas To Create A Brand Story Buyers Will Want To Read Some of the best books ever written often involve an engaging central character or several central characters.  Stories are written that revolve around a plot of the central character facing and overcoming challenges.  A non-fiction book I read recently that does this well is The Splendid and the Vile: A Saga of Churchill, Family, and Defiance During the Blitz by Erik Larsen.  As the title gives away, the central character is Winston Churchill and Larsen delivers a terrific story on…

Why A Buyer Persona Sales System Is Needed In A New Era Of B2B

Sales Leaders Will Need To Implement A Buyer Persona Driven Sales System To Adapt To New Buyer Behaviors And Preferences The past year of 2020 into 2021 will be looked at as one of the more transformative years to hit B2B sales in many a decade.  Rocked to a standstill by the Covid-19 pandemic, sales have been making the slow climb back by experimenting with virtual selling.  I believe B2B in general and in particular B2B sales will be entering a new era.  An era that will redefine the seller-buyer relationship in ways we only have a hint of…

3 Ways To Encode Buyer Persona Goals Into Your Organization’s DNA

Marketing and Sales Leaders Must Build Core Competency of Understanding Buyer Persona Goals We have heard the terms “organizational DNA” or “company DNA” often in attempts to articulate what an organization’s culture may be like.  Sometimes, culture and DNA are used interchangeably.  If we get scientific, we know that DNA can have a higher degree of specificity than let’s say norms associated with culture. When it comes to buyer goals, organizations today will need to get more specific about encoding understanding of buyer persona goals into their marketing and sales capabilities.  DNA, as we know from the study of…

Buyers Ignoring You Is Not The Only Change Going On

A significant shift in how buyers choose to interact with selling organizations has been underway for the past year.  The global pandemic altering seller and buyer interactions in ways unimagined just a few short years ago.  A recent McKinsey study suggests that two-thirds of buyers will prefer to keep self-serve interactions or a form of hybrid with a sales representative post-pandemic. The result of such an accelerated shift is a trend to adapt with virtual selling.  We are seeing numerous articles, books, new start-ups, and the likes promising a path to virtual selling nirvana.  CSOs are fretting over how…

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