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 [...]
Helping companies to understand their buyers has become an industry in and of itself - one that is growing in both size and importance. In 2016 B2B marketers predict that understanding buyers will be their #1 job responsibility - and for good reason. As buyers change, organizations are working to stay on top of shifting [...]
So... what should you include in a buyer persona? Check out the new infographic inspired by our eBook, The Intelligent Guide to Buyer Personas. Note: I used Piktochart to create this gorgeous infographic for free. I can't recommend them highly enough!
There's plenty of fervor around the need for buyer personas; so why do some fail to deliver real value? From where I sit, we have entered a new phase in the evolution of buyer persona maturity in marketing– or maybe this has been the phase we’ve been stuck in ever since the phrase “buyer persona” was first [...]