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Buyer Persona Institute



Our sole aim is to give marketers the confidence to say: “This is what really matters to our buyers: So here’s the plan.”



Last Build Date: Mon, 16 Apr 2018 18:54:52 +0000

 



Marketing Plans Should Start with the Buyer’s Needs – Not Yours

Wed, 01 Nov 2017 18:12:41 +0000

I can’t blame marketers for avoiding the development of marketing plans, launch plans or any other version of a strategic plan. This apparently reasonable request usually requires countless hours of writing and revisions, only to be filed away in some dusty online folder. The reason marketing plans don’t get implemented is that they are focused […]



Really Bad News about the Real Buyer’s Journey

Tue, 12 Sep 2017 20:54:41 +0000

Across thousands of buyer interviews spanning dozens of industries, there is one aspect of almost every buyer’s journey that is pervasive and absolutely terrifying – Almost no one can recall any marketing engagement that influenced their decision. I don’t like to communicate bad news. But I cringe every time I see a graphic depicting an […]



What’s Your Content Strategy Now? Ask your buyers!

Fri, 10 Feb 2017 20:00:38 +0000

This is the first of many upcoming blog posts from Steve Rankel, who joined our team last summer as COO. Steve is a 30-year veteran of marketing and sales, and an expert at decoding why customers buy, and transforming buying insights into actionable content strategy and content. No matter your political persuasion, I think we […]



Get your Buyer Personas Right with 7 Rules

Tue, 06 Dec 2016 13:00:34 +0000

People often ask us how they can tell if their buyer personas are accurate and actionable. In a recent survey we heard questions such as “How do I really know if my buyer personas are right? And, “How can I make sure they tell me what matters to buyers and prospects?” The short answer is […]



Do Sales Teams Want Buyer Personas?

Wed, 02 Nov 2016 13:00:23 +0000

You may have heard that buyer personas are a vital tool for salespeople, and wondered if you should feature them in an upcoming launch or sales kickoff. The first point is that although personas can appear deceivingly simple to create, the most common paths used to to build them generates personas which are NOT valuable […]



Gartner says: Sales and marketing influences just 32% of B2B buyer’s journey

Thu, 23 Jul 2015 13:00:26 +0000

I am fascinated by a recent Gartner study about the journey of 700 enterprise buyers across the U.S., EMEA, Brazil, India and China. According to a recent interview with Hank Barnes, Research Vice President at Gartner, the study focused on four areas: During the buying process, what types of activities and information do you use, […]



@markwschaefer is right – stop building stupid buyer personas

Thu, 30 Apr 2015 12:00:16 +0000

A few days ago, Mark Schaefer published an article entitled “Why customer personas may be an outdated marketing technique.” In it he argues that every competitor is marketing to the same people, so if marketers rely on obvious data about their customers to guide their content, they’ll all come to the same conclusion and deliver […]



How Radio Shack lost their buyer focus and their business

Thu, 12 Mar 2015 12:00:06 +0000

I was saddened by Radio Shack’s recent bankruptcy filing. Its convenient stores and helpful staff are easy to find in any city I’m visiting. There is even a store in the tiny community where I live. Radio Shack’s 60-year rise and fall is a case study in what happens when a company’s vision isn’t balanced […]



How I chose a PR firm to launch my new book

Tue, 27 Jan 2015 13:00:53 +0000

I just made an important buying decision. Since Wiley will release my first book on March 9, I wanted to hire a PR firm to do the launch right. I started out the way most buyers do when they initiate a “high consideration” buying decision. I asked my peers for recommendations. I had phone conversations […]



Five New Year’s Resolutions for Marketers (recommended by your buyer personas)

Tue, 06 Jan 2015 13:00:22 +0000

In case you’re looking to make your 2015 New Year’s resolutions a few days after the fact, here’s five your buyers want you to consider. I’ll find the time or budget to interview buyers and understand their mindset. I’ll bring the buyer’s perspective to our company’s internal discussions and decisions, replacing “I think” with “we’ve […]