Tag Archives: buyer personas


Cybersecurity: The Art and Science to Persona Building

Understanding buyer behavior is the starting point for every effective marketing strategy. It’s clear that the buying cycle is non-linear and that competition for audience mindshare is fierce. [...]


Content Intelligence: Developing a Data-Driven Content Strategy

Developing your understanding of your target audience is important, but turning those insights into an actionable strategy that proves ROI can be difficult for the most seasoned marketer. It’s [...]


Content Intelligence: Creating Authentic Connections through Content

It's easy to create content; anyone can spin up a 500-word blog post or put together slides for a presentation, but are you contributing to the digital noise or cutting through it? Creating [...]

Why Your Marketing Team Needs Documented Buyer Personas

Working on buyer personas is kind of like flossing: You know it’s something you should be doing on a regular basis, but it doesn’t always end up happening.

4 Ways to Amp Up Your Buyer Personas in 2016

Buyer personas are like plants: if you don’t take care of them properly, they become wilted. Unfortunately, more companies have dead plants scattered around their offices than necessary.

Do Your Personas Need a Makeover?

Right now there are a lot of misguided, well-meaning marketers working on beautifully crafted, useless buyer personas. Now, I’m not joining the persona naysayers (you know who you are). It’s true [...]

Why Demand Generation Should Be Perpetual

This is the second year that ANNUITAS has conducted its Enterprise B2B Demand Generation Survey with the goal of gaining better insights into the approach that enterprise organizations take to [...]

Why Benchmarks Matter — Relevant Data

Who doesn’t love to compare and contrast things, especially our own performance? Marketers care about performance perhaps a little more than other professionals because we need to know the [...]

New Markets, Sales Insight, Buyer Personas, and Other Questions from B2B Marketers

Last week I presented The Role of Buyer Personas in Demand Generation on the BrightTALK Academy. We discussed common problems that B2B organizations are facing in demand generation, including [...]

Why Buyer Personas Are Not a Waste of Time

A recent article on MediaPost raised the question “Are Buyer Personas a Waste of Time?” The article quoted Michael Jaschke, CEO of 48Bricks, an ad tech company, as saying, “The premise of trying [...]

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