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17 09, 2015

Your Personas Are Out-of-Date: 5 Easy Ways to Keep Them Fresh

By |September 17th, 2015|b2c, Best Practices, Blog, Buyer Personas|0 Comments

Now that you’ve created your buyer personas (congratulations, by the way!), one of the most important things you can do is to make sure they stay relevant and up to date. After all, even the best insights are rendered useless if they’re outdated or incorrect. Consider this. Has your job title changed in the last [...]

20 05, 2015

5 Marketing Challenges Solved with Buyer Personas

By |May 20th, 2015|Blog, Buyer Personas|2 Comments

I recently had the pleasure of meeting Shannon Prager, president of Leadit Marketing. We had an excellent conversation about the need for buyer personas, and the role they play as a foundational component of a B2B marketing strategy. Shannon’s firm helps companies ranging from emerging startups to Fortune 1000 enterprises facing various marketing challenges in [...]

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 [...]

3 03, 2015

Podcast Interview: 5 Signs You Don’t Know Your B2B Customer

By |March 3rd, 2015|Blog, Buyer Personas|0 Comments

Thank you to Mark Tennant for having me as a guest on the Edwards Communications podcast series "A Slice a Day" - a fun and digestible collection of marketing tips and content. Mark and I spoke about my recent Cintell blog post "5 Signs You Don't Know Your B2B Customer." Listen to the full 8-minute podcast below, or [...]

13 01, 2015

You May Be Surprised at the #1 B2B Marketing Responsibility of 2016

By |January 13th, 2015|b2c, Blog, Buyer Personas|17 Comments

In a recent survey conducted by ITSMA, business-to-business (B2B) marketers worldwide expect that understanding buyers will be their #1 responsibility in two years (85%). Managing “marketing technology tools” and “market/competitor analysis” round out the top three marketing duties predicted for 2016, representing 76% and 75% of respondents, respectively. Of course, with a staggering amount of [...]

5 01, 2015

Guess Who: 5 Signs You Don’t Know Your B2B Customer

By |January 5th, 2015|b2c, Blog, Buyer Personas|8 Comments

Do you remember the board game Guess Who? You and your opponent would try to guess which character each other selected by confirming various features such as eye color, hair, hats, glasses, and more. As you narrowed down your choices by asking characteristic questions, the winner made the best guess, first. For a board game, this strategy works [...]

30 12, 2014

8 Great Articles About Buyer Personas You May Have Missed in 2014

By |December 30th, 2014|b2c, Blog, Buyer Personas|0 Comments

In case you had a very busy 2014, we've aggregated the top articles written in 2014 by marketing consultants, agencies, practitioners, and more all dedicated to furthering the adoption of buyer personas. Why Marketers are Keeping Buyer Personas in the Closet, by Ardath Albee for Content Marketing Institute, January 2, 2014 I talk with a lot of marketers [...]