|For the past 25 years I have been focused on a single goal: developing marketers who are the trusted source of competitive strategies and rapid revenue growth.
I first learned to use buyer insights to guide positioning strategies at Regis McKenna, the PR firm that launched Apple and nearly every other tech company that mattered in the 80’s. It wasn’t until the next decade, while leading marketing teams for three B2B companies, that I realized the buyer persona’s power for all marketing decisions.
So in 2001, when Pragmatic Marketing® asked me to build its Effective Product Marketing™ seminar, it was only natural that the core methodology would be based on buyer personas.
Leading that seminar for the next ten years, I met literally thousands of bright, motivated marketers from every corner of the globe. They plied me with countless, very often incisive, questions. They shared a wealth of observations on how buyer personas apply to their businesses.
||Over the years they have come back, time and again, to report on the joys and frustrations of working with buyer personas. Some rave about the amazing feats they have achieved. Others need a course correction as they relate how it all went wrong in execution.
From this experience, I’ve learned that the buyer persona can be a highly effective tool. But it’s not a tool like scissors, something to just pick up and use. The ultimate value comes from very specific insights and skillful application. Having seen so many get it either right or wrong, I now know all the snakes and ladders by heart.
This is the knowledge and experience Buyer Persona Institute was created to share.
In customized learning programs, we go deep with clients. In our practical workshops everyone gets hands-on, wrestling with real-world business issues. We set goals, and stay in touch to review progress and evaluate results.
If you are committed to harnessing the power of buyer personas, we’re with you all the way.