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You are here: Home / Archives for B2B Buyer Personas

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Personalization in B2B Marketing: Overrated or Misunderstood?

B2B marketers strive to achieve personalization in content and communications. Most marketing leaders think the future depends on it. Yet, attempts at personalization have mostly left B2B buyers indifferent—at best. We could blame it on chaotic, … [Read more...]

Filed Under: B2B Buyer Personas Tagged With: b2b buyer engagement

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Why You Need to Revisit B2B Buyer Personas and ICPs

As the market shifts, much of what you thought was true about your buyer personas and ICPs may be different. This change may be in degrees. Or it may be big enough to require a GTM restructure. I’m not just talking about the economy or supply … [Read more...]

Filed Under: B2B Buyer Personas Tagged With: b2b buyer engagement, buyer alignment, content marketing effectiveness, sales marketing alignment

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Use B2B Buyer Personas to Gain Consensus on Objectives

With 8 to 15 buyers involved in a complex B2B purchase, ensuring a no-regret deal can be as difficult as herding cats. By gathering and applying in-depth buyer intelligence with buyer personas, you can mitigate non-consensus due to differing … [Read more...]

Filed Under: B2B Buyer Personas Tagged With: b2b buyer engagement, b2b buying decisions, buyer alignment

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Misconceptions About B2B Buyer Personas

I’m really tired of seeing people dismiss B2B buyer personas as worthless. Although, I have to admit that many of the personas I review from prospective clients are little more than recipe cards for disconnected experiences. And shame on those who … [Read more...]

Filed Under: B2B Buyer Personas Tagged With: b2b buyer engagement, b2b personas, buyer alignment, content marketing effectiveness

Ardath Albee Leave a Comment

Use B2B Buyer Persona Types for Ease and Effectiveness

In a lot of the conversations I have with B2B marketers, many are overwhelmed when confronted with how to build truly actionable buyer personas. Building actionable personas takes a fair bit of time and effort. It’s also because buying committees … [Read more...]

Filed Under: B2B Buyer Personas Tagged With: b2b buyer engagement, b2b buyer preferences, b2b personas

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Marketing Interactions, Inc. works with B2B clients to create buyer personas and digital marketing strategies for complex sales that are compelling, highly leveraged and, most importantly, designed to engage prospects across the entirety of the buying process – what Ardath Albee, CEO, calls The Continuum Experience.

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