Marketers can’t always get access to enough customers for buyer persona research. But all is not lost. Here are three other interview sources that give even better insights to help you flesh out your buyer personas. Recently, one of our subscribers mentioned that he has difficulty getting access to commercial real estate professionals to interview for […]
B2B Buyer Personas – No Shortcuts
Actionable buyer personas are arguably the most critical component to a B2B marketing strategy. Yet, in most enterprises, this component is either missing completely or is woefully inadequate. According to a study done in May 2014, only 15% of respondents felt they were effectively using B2B buyer personas in their marketing activities. I would posit […]
Buyer Personas for Radically Relevant Marketing
A couple weeks ago, I had an opportunity to talk with Ardath Albee, someone who has had huge influence on PropelGrowth since we read her first book, eMarketing Strategies for the Complex Sale in 2010. She’s recently published another book, Digital Relevance. If you haven’t read it yet, then order a copy today. You won’t […]
Can Buyer Personas Ruin Content Marketing?
Not long ago, Tom Webster published a blog, How Buyer Personas Could Ruin Your Content Marketing. In his article (which is a companion to a podcast he recorded with Mark Schaefer, he argues that a content strategy should be focused on attracting the right audience, which he differentiates from prospective buyers. According to Tom, buyer personas […]
