Buyer Insights or Marketing Persona

Buyer Insights will tell you what recent buyers were thinking and doing as they spent money and time to solve problems that you address. Understanding what triggered a recent buyers search for a solution, what results they were looking to deliver, their perceived risks and barriers and the criteria that they used to choose a final solution will tell you a lot about how prospective buyers are likely to make their purchase decisions.

A marketing persona is a term that causes your salespeople to roll their eyes when they hear it. Why? Because they know that there is nothing captured in that persona that will actually help them influence their buyers purchase decision. A marketing persona is very good at predicting age, income, values, lifestyles and social interests of ideal prospects. If you sell exercise equipment, it may be helpful to know this information but It’s difficult to imagine how a marketing persona would persuade a CFO to improve their compliance practices. And do you really need a marketing persona to tell you that a CFO is risk averse?

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“We did the customer persona exercise and frankly, I am not sure what the value is at the moment. If I were, to be honest, there was a lot of guessing going on in the room.”
Vice President, Solutions Marketing
Global Fintech Company

Buyer Insights

Uncover what it takes to capture your buyer’s attention, provide the incentive to change and the confidence to invest.

Win/Loss Analysis

Understand the criteria that got your solution or your competitor’s eliminated from consideration.


Validate the importance and effectiveness of insights at influencing purchase decisions across your market.

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Short and (not so) sweet blog

I can't imagine how a marketing persona would persuade a COO to improve their compliance practices. And do you really need a persona to tell you that a CFO is risk averse?

Hank Barnes@Barnes_Hank

Personalities Trump Personas in B2B | LinkedIn > Navigating buying teams and organizational preferences

The client said you nailed the presentation. But they don’t call back. What’s happening? How biases, politics and egos trump good strategy via @McKinsey

No sale until buyers make a decision. B2B buying is strategic. Selling is tactical. by @insighthought on @LinkedIn

Change creates a mess and people are going to get dirty. Until buyers are certain about what they will end up with, no purchase will happen.

Buying is a change management problem not a solution choice problem.

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