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Does Marketing Matter? Buyer Personas are Rewriting the Rules About ROI
For nearly a decade, I developed and led a marketing workshop for Pragmatic Marketing, the leader in training courses for B2B product managers and marketers. I wrote this article for the Fall issue of...
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Jan. 1 Fails to Inspire B2B Buyer Persona Resolutions … Do You Know What Does?
Top Resolutions for 2014 I wonder if the companies that help us to get fit or organized realize just how lucky they are. They have the luxury of perfect timing, confident that once each year the clock...
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Deloitte Case Study is a Powerful Endorsement for Buyer Personas
One of the hardest parts of bringing our Buyer Persona model into practice actually comes after the project is completed. We’ve accomplished so much with the client, working with them to build clear,...
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Hot Off the Press: The Buyer Persona Manifesto, 2nd Edition
It’s been almost three years since I published The Buyer Persona Manifesto, and so much has changed. In 2011, few marketers had even heard about buyer personas. That’s why I devoted a sizable portion...
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How Many Segments Does Caterpillar Have? Buyer Personas Supply the Correct...
One of the most important decisions a marketer needs to make is segmentation – how to determine the essential differences between customer groups and effectively market to them. Companies use lots of...
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Upcoming Online Seminar: Using Buyer Personas to Make an Impact on Marketing ROI
This Thursday, I’ll deliver an online seminar at Marketing Profs that I’m really excited about. I’ve delivered countless presentations about the need for effective buyer personas, but this is the first...
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Practitioner Perspective: The 6 Most Important (Surprising) Things I’ve...
This post is contributed by Gordana Stok, a Certified Practitioner of the Buyer Persona Institute methodology. Last year I decided to learn how to develop buyer personas so that I could become a better...
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Make Every Word Matter (and Make Sure Your Buyer Personas Tell You How)
There’s a wonderful Mark Twain quote that goes like this “The difference between the almost right word and the right word is really a large matter—’tis the difference between the lightning-bug and the...
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Got Buyer Personas? 44% say yes, but 85% aren’t using them effectively
This disturbing data was reported in a recent ITSMA study. The sample size was relatively small and limited to the services marketing sector, but I’m seeing indicators that this is a widespread issue....
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Go Big Or Go Home: How Buyer Personas Help A Global Marketing Effort
We frequently talk about how buyer persona insights add value to sales, messaging and content, but how does that work in a company with more than a thousand marketers around the globe? Over the last...
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Big News from Buyer Persona Institute
You might have noticed that I haven’t published updates on this blog and that my presence on social media has been scarce over the last few months. I wish I could tell you that I’d been sailing the...
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Five New Year’s Resolutions for Marketers (recommended by your buyer personas)
In case you’re looking to make your 2015 New Year’s resolutions a few days after the fact, here’s five your buyers want you to consider. I’ll find the time or budget to interview buyers and understand...
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@markwschaefer is right – stop building stupid buyer personas
TweetA few days ago, Mark Schaefer published an article entitled “Why customer personas may be an outdated marketing technique.” In it he argues that every competitor is marketing to the same people,...
View ArticleClik here to view.
Make Every Word Matter (and Make Sure Your Buyer Personas Tell You How)
There’s a wonderful Mark Twain quote that goes like this “The difference between the almost right word and the right word is really a large matter—’tis the difference between the lightning-bug and the...
View ArticleClik here to view.
Got Buyer Personas? 44% say yes, but 85% aren’t using them effectively
This disturbing data was reported in a recent ITSMA study. The sample size was relatively small and limited to the services marketing sector, but I’m seeing indicators that this is a widespread issue....
View ArticleClik here to view.
Go Big Or Go Home: How Buyer Personas Help A Global Marketing Effort
We frequently talk about how buyer persona insights add value to sales, messaging and content, but how does that work in a company with more than a thousand marketers around the globe? Over the last...
View ArticleClik here to view.
Big News from Buyer Persona Institute
You might have noticed that I haven’t published updates on this blog and that my presence on social media has been scarce over the last few months. I wish I could tell you that I’d been sailing the...
View ArticleClik here to view.
Five New Year’s Resolutions for Marketers (recommended by your buyer personas)
In case you’re looking to make your 2015 New Year’s resolutions a few days after the fact, here’s five your buyers want you to consider. I’ll find the time or budget to interview buyers and understand...
View ArticleClik here to view.
@markwschaefer is right – stop building stupid buyer personas
A few days ago, Mark Schaefer published an article entitled “Why customer personas may be an outdated marketing technique.” In it he argues that every competitor is marketing to the same people, so if...
View ArticleClik here to view.
Get your Buyer Personas Right with 7 Rules
People often ask us how they can tell if their buyer personas are accurate and actionable. In a recent survey we heard questions such as “How do I really know if my buyer personas are right? And, “How...
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