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 can I make sure they tell me
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I am fascinated by a recent Gartner study about the journey of 700 enterprise buyers across the U.S., EMEA, Brazil, India and China. According to a recent interview with Hank Barnes, Research Vice President at Gartner, the study focused on four areas: During the buying
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A few days ago, Mark Schaefer published an article entitled “Why customer personas may be an outdated marketing technique.”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
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I was saddened by Radio Shack’s recent bankruptcy filing. Its convenient stores and helpful staff are easy to find in any city I’m visiting. There is even a store in the tiny community where I live. Radio Shack’s 60-year rise and fall is a case
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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 their mindset. I’ll bring the buyer’s perspective to our
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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 seas or lolling around on a beach
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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 two and a half years, we’ve had the opportunity to
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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. The problem seems to have little to do with the skills needed
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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 content marketer. Having practiced the craft of content marketing for over
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I was recently reminded of a very interesting experiment that two cognitive psychologists conducted in 1999. In it, they tasked a group of people with watching people pass basketballs around, counting how many times the people in the white shirts passed to one another. Here,
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Founded in 2010 so that you can know your buyers’ personas through actionable insights into their entire buying experience.
