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...]
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...]
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...]
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...]
How Many B2B Buyer Personas Do You Need?
One of the first things potential clients say to me is something along the lines of how many buyer personas they think they need to create. I’ve heard everything from one to fifty-two. The average is three to five B2B buyer personas. But even … [Read more...]
