If you know me, you know I’m all about creating and using B2B buyer personas to drive content marketing strategy. I’ve created more than 400 buyer personas over the last four or five years. When built with both qualitative and quantitative data they … [Read more...]
The Future of B2B Marketing is Personal
Let’s face it. B2B buyers are self-focused. There's a gap between what buyers want and what B2B marketing content is giving them. There’s a reason that WIIFM has become an evaluation factor for content prior to publishing. “What’s in it for me?” … [Read more...]
Get Your B2B Buyer Persona Effectiveness Score
Does your buyer persona have what it takes to contribute effectively to content relevance that delivers increased marketing performance? According to the Benchmark Study on Understanding B2B Buyer Personas released by Cintell, less than 30% of B2B … [Read more...]
Give Your B2B Buyer Personas a Makeover
You’ve spent the time, effort and sweat equity to build B2B buyer personas. But, when you look at them, you’re not quite sure what to use them for or how to do it. Perhaps it’s time to assess your personas and give them a makeover to strengthen their … [Read more...]
Building the Case for Brand Advocate Personas
I recently wrote an eBook, The Brand Advocate Persona, about how to harness the power of personas to turn customers into brand advocates. [A big thanks to Influitive and Cintell for producing it!] It occurred to me that perhaps the concept of the … [Read more...]
