Pigs Posing As Buyer Personas: Four Ways To Finger Fakes
In marketing circles these days, it has become “fashionable” to include buyer or prospect “personas” as part of your marketing toolkit. And for good reason-these life-like descriptions of your prospects as individual people can help you hone sharper content marketing messages, deliver them more effectively, and unite your team. Piggy Buyer Personas But there’s a hitch. All those grand promises depend on the quality of the work that went into your buyer personas and the polish that comes out.
The Voice of Customer Research: The Heart of Buyer Personas
The Heart of Marketing's newest podcast, How to Gather Voice of Customer Insights That Transform Your Business, features an interview with B2P's Scott Hornstein on how voice of customer insights put the “person” in persona. Per John Olson, host of The Heart of Marketing, What’s the difference between a customer profile and a persona? It is the difference between data and insights. Data will tell you a customer bought. The persona will tell you why. Voice of customer research captures the preferences, expectations and aversions of your customers. It digs deeper into customer feedback to ask, “What do you mean by that?” That’s what puts the ‘person’ into your persona.
Latest Survey Learning: 6 Marks of Business-Building Buyer Personas
If you’re old enough to remember when Al Gore invented the internet, it’s been interesting to watch the world of technology marketing become the world of marketing technology… But be careful what you wish for. We have taller and taller technology stacks that promise more ways of reaching more prospects than ever before, but our research with B2B marketing directors shows that many are feeling overwhelmed by the plethora of toys they now have.