What is a Buyer Persona?

Built from interviews with real buyers, a buyer persona tells you what prospective customers are thinking and doing as they weigh their options. The buyers’ words reveal the attitudes, concerns and decision criteria you need to address to win their business. Learn more

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Buyer Persona Blog
Gartner says: Sales and marketing influences just 32% of B2B buyer’s journey
Buyers spend only 32% of their journey interacting with supplier-side content or sales people. Two thirds of the buyer’s journey is devoted to internal assessments, peer networking, and the recommendations of external experts. Read More
@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A few days ago, Mark Schaefer published an article entitled “Why customer personas may be an outdated marketing technique.”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 marketers rely on obvious data about their customers to guide their content, they’ll all come to the same conclusion and deliver the same useless content. I agree. Read More
How Radio Shack lost their buyer focus and their business
Radio Shack’s 60-year rise and fall is a case study in what happens when a company’s vision isn’t balanced by insight into its customer's expectations. Read More