Marketing Interactions
JUNE 23, 2017
Anyone who’s ever heard me speak on the subject of personas knows I’m passionate about the usefulness of every bit of information included in a B2B buyer persona. Reveal information needed throughout the buying process. Inform the tone, style, and voice for content. Where did you find the most helpful information?
Marketing Interactions
JUNE 27, 2021
Here’s the kicker for me > Despite the above challenges reported, two-thirds of marketers say they’re using buyer personas to inform their marketing strategies and content development. In other words, they are profile templates (fakes) masquerading as personas. Every bit of information included is in some way actionable.
This site is protected by reCAPTCHA and the Google Privacy Policy and Terms of Service apply.
Marketing Interactions
AUGUST 15, 2022
Gartner’s approach to the issue of conflicting objectives is to recommend forgetting personas and focusing on what they call Enterprise Technology Adoption (ETA) profiles. Yes, there’s a ton of information available online. Building Confidence is Crucial for Consensus. Yes, most buyers say it’s high quality.
Marketing Interactions
SEPTEMBER 9, 2021
And this isn’t because sales reps don’t have and share information or add value. It’s the type and focus of the information that’s the issue–usually all about your product and functionality. What this means is focusing on the buying committees within target accounts that fit your company’s ideal customer profile (ICP).
Marketing Interactions
JANUARY 19, 2020
When you get this opportunity, you should also ask questions, such as: What does an ideal company profile look like for X product? I’ve seen this happen more than once and have had to resuscitate personas that were no longer accurate in order to activate them to effectively inform new marketing programs. Why do the work twice?
Marketing Interactions
OCTOBER 5, 2022
For enterprise (ABM) expansion programs – use existing advocates and power users to inform others within their organization of the value they’re reaping from using your products. Given the programs I’ve worked on recently, here are two ideas to get you started thinking about and strategizing your retention programs.
Marketing Interactions
JUNE 23, 2017
In this post, I’ll discuss how the details of a buyer persona inform a content marketing strategy. With the wealth of information gained during the process of determining buyer personas, you can now create the nine components for each persona. It can be like herding cats because our financial information is so hard to use.
Expert insights. Personalized for you.
74 
Let's personalize your content