Recent Posts

The Stepford Personas: What Lies Beneath?

Bryan Eisenberg
I’m starting to think of “perfect personas” that get written up in the industry press as “Stepford Personas.” If you remember, in The Stepford Wives, the heroine arrives with her family in the little town of Stepford, Connecticut. She quickly discovers that there is a sinister truth about the too perfect behavior of the other wives. What lies beneath all these all-too-perfect persona tales?
The Stepford Personas: What Lies Beneath?

What Are Buyer Personas & Why Do They Matter?

Jacey Gulden
When it comes to developing your marketing and branding strategy, there is nothing quite so important as having a clear understanding of your target market. For example, you might know that you would like to sell your product or service to 25-40 year old women. However, trying to start a campaign or business based entirely on demographic information isn’t always enough.
What Are Buyer Personas & Why Do They Matter?

Humanize Your Brand with Buyer Personas

TonyZambito
When we speak of buyer personas as humanistic understanding, we speak to understanding who buyers are, what goals motivate their actions, how they behave, how they think, why they make the choices they do, what influences them, and what emotional behaviors impact their decisions. We want to understand the human experience contextually, the scenarios where they unfold, and the mental models buyers use.
Humanize Your Brand with Buyer Personas

Would You Erase Yourself from Google Search Results? [PODCAST]

markwschaefer
New European Union legislation on “the right to be forgotten” allows people to remove themselves from search results. Why hasn’t this been an issue in the U.S.? And what happens when you have the ability to remove yourself from history? There are also some profound implications for marketers and content creators.
Would You Erase Yourself from Google Search Results? [PODCAST]

Buyer Personas: The Keys to Content Marketing

PamDyer
Buyer personas are tools that help bridge the gap between customer experiences and expectations and the assumptions that brands make about their target audiences. Based on real data, they include educated guesses about personal histories, motivations, concerns, and pain points.
Buyer Personas: The Keys to Content Marketing

Are Your Buyer Personas More About You Than Your Buyers?

TonyZambito
Companies today must check against their current status quo thinking about buyers. Being careful to not influence with self-referential code and projecting one’s own beliefs on customer views. What matters most is to understand what buyers think, the context in which they think, and why they think as they do.
Are Your Buyer Personas More About You Than Your Buyers?

Do Your Buyer Personas Look Like They Are from 1980?

TonyZambito
It is downright scary. Pressure is building to come out of the recession and light a fire under growth. Marketers and sellers are responding impulsively. How? Slipping back into a time warp of the ‘80’s. But sliding backwards is not the direction B2B organizations need to be heading right now.
Do Your Buyer Personas Look Like They Are from 1980?

Do Brands Understand What Motivates Sharing?

Ben Martin
According to a recently released study what you Like on Facebook is an indication of your personality, right down to sexuality, political leanings and intelligence. Too few brands have yet to understand this connection.
Do Brands Understand What Motivates Sharing?

When Did You Last Map the Buying Process of Your Customers?

TonyZambito
It’s a fact that buyers have radically changed their buying behavior. This must be tied to execution changes in both marketing and sales.
When Did You Last Map the Buying Process of Your Customers?

How to Use LinkedIn to Create Tight Buyer Personas

seanroyer
Buyer personas are a great way to connect your content with the needs and wants of your buyers. Personas are drawn from LinkedIn member profiles and provide parameters that help you with your targeting. Out of the big 3 social networking sites, LinkedIn is the place to display your professional profile. Unlike Facebook and Twitter, it's focused on professional titles and duties.
How to Use LinkedIn to Create Tight Buyer Personas