A buyer persona offers you insights in your buyer and the buyer’s journey. These insights form the basis of successful marketing campaigns. […] Read more
Does AI know what makes your B2B buyer tick?
Just like a building needs a solid foundation, B2B marketing and sales need buyer insights. A house with a weak foundation might stand temporarily but will eventually crumble. Buyer personas are the foundation of effective marketing and are essential to your business. The business case for buyer personas is grounded in delivering a customer experience […] Read more
Interview: How to craft buyer personas in B2B marketing
I recently interviewed Ingrid Archer, Director of Clients Strategy & Success at SPOTONVISION, to gather her thoughts on why buyer personas are crucial for developing high-performing campaigns. Ingrid’s work includes developing buyer persona profiles and journeys, in fact, during the 17 years of SPOTONVISION, she has interviewed more than 500 professional buyers! To start, can […] Read more
The power duo: account-based marketing and buyer personas
Back in 2017, the B2B marketing community was buzzing about “account-based marketing” (ABM). This came after a period dominated by “inbound marketing”. However, the emergence of a new method doesn’t mean we abandon the old ones! ABM and buyer personas are a power duo. Understanding inbound marketing and the role of buyer personas Inbound marketing is […] Read more
Buyer persona creation in B2B: To outsource or do it yourself? 7 Key considerations
Buyer persona creation is part of every B2B content strategy. Do you outsource or do it yourself? Read the 7 key considerations. […] Read more
The ROI of buyer personas: get the most out of your marketing campaigns
According to Adele Revella, author of the book Buyer Personas, marketing surveys have indicated that, within the next couple of years, at least 80 percent of all marketers will be using buyer personas to define their audiences and guide business strategies. Being a B2B marketing strategist myself, I am excited to speak to Adele. […] Read more
B2B Content Marketing: Strategy, Goals, and Examples
For many years, content marketing has been a powerful strategy for many B2B businesses. An effective content marketing strategy entertains, inspires, educates, and convinces your target audience. No matter if you want to work with blog posts, webinars, or infographics, you always need the content. Jump to What is B2B content marketing? Content marketing strategy […] Read more
Buyer Personas: check if your BP is still up to date
You create a buyer persona profile because you want to improve focus with your marketing and sales activities. Imagine you have created a buyer persona profile, then what? How long will your buyer persona last? Do you need to update the buyer persona? If so, how do you do that and how often? I see […] Read more
Improving customer experience and engagement: Definitely worth the effort!
B2B Predictions 2023: The Customer One of our predictions for 2023 is that we will put customers’ interests first even more. Customer insight, customer engagement and customer experience will be hot topics and we are ready to invest in them. What does this mean for Marketing and Sales? And how do we respond to this […] Read more
7 ways to fail in buyer persona development
Many B2B companies want to create more insight in their buyer. One way of doing this is to develop buyer personas. This is actually a good thing. Unfortunately, we often see how buyer research fails. Sometimes the buyer persona profiles are completely ineffective. We have been developing buyer personas for more than 15 years, and here are the 7 common mistakes in buyer persona development. […] Read more