The Buyer Persona Blog

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…

20th Anniversary Of Buyer Persona

This year, in July, will mark the 20th Anniversary of the origins of the Buyer Persona concept. Hard to believe the concept has evolved into one of the fundamental means for understanding the modern buyer of today. The global pandemic has now increased the need to understand the changing goals and behaviors of users, consumers, audiences, and buyers. Making the founding goal-directed methods of buyer persona research more critical than ever. For over 20 years, as the founder and innovator of the buyer persona concept, I’ve advocated for achieving a deeper understanding of buyers. Working with many leading organizations…

Future-Enabling Buyers Will Be Key In 2021 And Beyond

The new year is almost one-month-old.  In less than three weeks, the country has experienced a time like no other.  Where the degree of uncertainty about our future has intensified.  The chaos surrounding the vaccination rollouts and the political climate has altered the degree of hoped-for certainty.  Such a turn of events has an impact.  Particularly on B2B buyers today.  Here are three buyer insights on impacts buyers are experiencing B2B organizations should consider today: 1 – Choices and Decisions When uncertainty is introduced or intensified, as it is now, this stymies the ability of buyers to make choices…

Five Intangible Buyer Behavior Trends To Monitor In 2021

Despite turning the calendar from 2020 to 2021, we find ourselves starting the new year in more turmoil.  A catastrophic COVID-19 pandemic that continues to increase in scope. The hope of the vaccines tempered as the rollout encounters delays. And the disturbing insurrection at our capitol causing national anxiety.  To ignore these in a business context is to be blind to the effect on our society.  Such tumultuous events will have a direct impact on buying behaviors in 2021. Organizations today will need to monitor buying behaviors as they ebb and shift in 2021.  Here are 5 intangible buying…

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