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
What is a buyer persona?
Articles labelled with
Buyer Personas
Buyer personas: the essential step to successful B2B marketing campaigns
“The success of your marketing campaigns depends on your insights into the target group”, says Lianne Veldhuis, content marketer at Ultimo Software Solutions. Ultimo offers software solutions to support management processes. Two years ago, SPOTONVISION collected buyer insights and created 2 buyer personas for Ultimo. Today Lianne works with the personas and insights in their buyer journey on a daily basis. Do you want to know how customer insights lead to successful campaigns? […] Read more
3 tips for international B2B marketing success
The economy is running at full speed, the market is expanding internationally and companies dare to take more risks than before. A number of companies are not being held back by national borders and seek international success. What does it mean for you as marketer to develop and execute an international marketing strategy? Where should you start? What does your strategy need to look like to best serve different countries and cultures. […] Read more
Account-based marketing & buyer personas, match or mismatch?
In B2B the buzzword of 2017 is without a doubt account-based marketing. In the last couple of years, it was all about inbound marketing. Does this mean we are shifting from inbound to account-based marketing and bin those carefully built buyer personas? […] Read more
Knowing more than your competitor: What’s the ROI of buyer insights?
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
3 realistic scenarios when creating cross border buyer personas
Imagine you are in one of the following three situations, what do you do?
You are in Europe and your colleagues from the US Head Quarters or Corporate have given you a buyer persona to work with; what to do? […] Read more
FAQs about buyer personas
The customer should play a central role in every B2B marketing strategy. If your strategy is to be a success, then you must understand the buyer. A lot of B2B marketers are struggling with questions like: how and where does my buyer search for and consume information? What issues and trends does the buyer find important? […] Read more
Buyer persona development: 3 ways to fail
There is a lot of hype at the moment in B2B around developing buyer personas. This is actually a good thing. We are increasingly aware that B2B marketing can only be successful when we know our buyer well, so that we can connect marketing activities to specific buyer/customer needs. […] Read more
Verint turns marketing around: “It’s not about us, it’s about our customer”
“We actually turned our marketing upside down” says Marije Gould, Vice President Marketing EMEA for Verint Systems. She explains that in the past year they chose a completely different approach to their B2B marketing. And it worked. […] Read more
Buyer personas in B2B: 3 most common mistakes
More and more, B2B companies want more insight in their target buyers. A customer profile (buyer persona) is made before marketing plans are developed. So far so good. Building a buyer’s profile however might sound easy but it isn’t always as easy as it seems. A buyer persona is a fundamental step though. […] Read more