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21 04, 2015

What’s the Difference Between Buyer, Customer, and User Personas?

By |April 21st, 2015|B2BZone, b2c, Blog, Buyer Personas|0 Comments

At its very basic level, a “persona” is a character. The term is derived from Latin, where it originally referred to a theatrical mask. Personas in the world of music refer to an artist assuming a role that matches the music they sing (think Ziggy Stardust adopted by David Bowie). In psychology, a persona can [...]

20 03, 2015

5 Things Your Business Must Consider About Outsourcing Customer Research

By |March 20th, 2015|B2BZone, b2c, Best Practices, Blog|0 Comments

Helping companies to understand their buyers has become an industry in and of itself - one that is growing in both size and importance. In 2016 B2B marketers predict that understanding buyers will be their #1 job responsibility - and for good reason. As buyers change, organizations are working to stay on top of shifting [...]

18 03, 2015

What to Include in a Buyer Persona [INFOGRAPHIC]

By |March 18th, 2015|B2BZone, b2c, Best Practices, Blog|2 Comments

So... what should you include in a buyer persona? Check out the new infographic inspired by our eBook, The Intelligent Guide to Buyer Personas.   Note: I used Piktochart to create this gorgeous infographic for free. I can't recommend them highly enough!

25 02, 2015

Why Personas Fail

By |February 25th, 2015|B2BZone, b2c, Best Practices, Blog|6 Comments

There's plenty of fervor around the need for buyer personas; so why do some fail to deliver real value? From where I sit, we have entered a new phase in the evolution of buyer persona maturity in marketing– or maybe this has been the phase we’ve been stuck in ever since the phrase “buyer persona” was first [...]