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
A Story About a Boat Explains Why Buyer Persona Insights Aren’t Obvious
“I have an appointment with a sales person tomorrow.” We were having a leisurely breakfast at our favorite café, and yet my husband’s tone was tortured, almost as if the subject was an upcoming root canal. “I can’t help it,” he said dismally. “I’ve gone as far as I can without talking to their sales guy.” Read More
Marketing Plans Should Start with the Buyer’s Needs – Not Yours
Marketing plans, launch plans and any other version of a strategic plan usually require countless hours of work, only to be filed away in some dusty online folder. The reason marketing plans don’t get implemented (…) Read More
Really Bad News about the Real Buyer’s Journey
Here are a few facts we’ve learned from studies of buyers who have recently engaged in a decision that required committee approval or considerable thought. Read More