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7 04, 2016

How Marketers Use Data to Develop Personas

By |April 7th, 2016|B2BZone, b2c, Blog|0 Comments

Our friends at NetProspex (a D&B company) have published the 2016 Marketing Data Benchmark Report, a tradition that lives on from when both Apparao and myself worked at the organization in the past. The report is an analysis of a massive annual study that surveyed 695 million records in B2B companies’ databases and spoke with more than 500 marketers [...]

14 03, 2016

Should your B2B Marketing Plan Include Company Personas?

By |March 14th, 2016|B2BZone, b2c, Blog|0 Comments

Part 1 of 2: The Confluence of Buyer Personas and Company Personas (look for part 2 coming soon with our partners at HG Data) The idea of creating buyer personas has long been used by marketers to create a human profile of our buyers. We’ve grown to understand the buyer beyond their job title which allows [...]

10 03, 2016

38 Handy Stats to Prove the Value of Personas

By |March 10th, 2016|B2BZone, b2c, Blog|0 Comments

We've all been there. You're about to present to your board/boss/someone about the budget you need for next year, and a big part of that is persona development, maintenance, or persona management technology. You know deep down that personas lead to more EMPATHY in your organization, and are a vehicle for customer-centricity as your team members internalize [...]

3 03, 2016

[On-Demand Webinar] B2B Personas: How, Why, and What Next? Feat. SiriusDecisions, Cintell, and GET LIFT

By |March 3rd, 2016|B2BZone, b2c, Blog|0 Comments

Last week was a big week. It was not only my birthday (hello fellow Pisces!), but it was also the week of our most recent live webinar event on B2B Personas.  I spoke alongside David Pereira, President of GET LIFT Agency and Pat McAnally, Research Director at B2B sales and marketing advisory firm SiriusDecisions. Happy Birthday to me! B2B [...]

24 02, 2016

Habits of Customer-Centric Marketers: Q&A with Julie Carey

By |February 24th, 2016|B2BZone, b2c, Blog|0 Comments

 In a recent study we read, the role of marketing is changing to become the chief advocate for customers. In fact, the #1 priority of B2B marketers in 2016 will be “understanding buyers,” according to a recent survey from the IT Sales and Marketing Association. In today’s world of empowered buyers, the marketers who are getting it done are those who [...]

15 02, 2016

Habits of Customer-Centric Marketers: Q&A with Donna Danis

By |February 15th, 2016|B2BZone, b2c, Blog|0 Comments

 In a recent study we read, the role of marketing is changing to become the chief advocate for customers. In fact, the #1 priority of B2B marketers in 2016 will be “understanding buyers,” according to a recent survey from the IT Sales and Marketing Association. In today’s world of empowered buyers, the marketers who are getting it done are those who [...]

10 02, 2016

Live Blogging from the SiriusDecisions Forum on Operationalizing Personas

By |February 10th, 2016|B2BZone, b2c, Blog|0 Comments

Reporting live from sunny, chilly Waltham, MA where 50+ B2B marketers sit rapt as SiriusDecisions Research Directors Pat McAnally and Christina McKeon walk through the challenges, goals, and best practices of operationalizing buyer personas.     Top Challenges Related to Buyer Personas The room was polled for their top priorities related to personas, and many common [...]

9 02, 2016

17 Things High-Performing Companies Do to Optimize Their Buyer Personas

By |February 9th, 2016|B2BZone, b2c, Blog|1 Comment

If you haven’t read the Understanding B2B Buyers 2016 Benchmark Study, you may not know that companies who exceed revenue and lead goals are more effective at creating, using, and consistently maintaining personas than those who miss their targets. (Or maybe you knew that already, because organizations from SiriusDecisions to Aberdeen Group to Forrester have [...]

8 02, 2016

A Framework for Optimizing Personas

By |February 8th, 2016|B2BZone, b2c, Blog|0 Comments

Guest post from Samantha Stone, Founder of the Marketing Advisory Network Garnering buyer insights remains one of the most difficult jobs for modern day marketers. Yet, there is ample evidence that investing in persona research is well worth the effort. 71% of companies who exceed revenue and lead goals have documented personas vs. 37% who simply [...]

27 01, 2016

7 Ways to Use Personas to Drive More Sales (Yes Really!)

By |January 27th, 2016|B2BZone, b2c, Blog|0 Comments

Using Buyer Personas to Accelerate the Sales Process So your marketing team created buyer personas. Are they wasting away at the bottom of a desk drawer, gathering dust up on the wall of your office, or sitting ignored on the company intranet? It’s time to reimagine their potential to help you close more deals, faster. Personas can [...]