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.

Benchmarking

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

We uncover actionable buyer insights that you and your staff have never heard before – or you pay us nothing!

Short and (not so) sweet blog

Can you think of any #business paradigms that haven’t changed over the past 100 years? As the buyers environment has changed, #sales & #marketing has maintained the same focus. There’s been a long history of selling. Now is the time to help people buy.
https://t.co/1wJzgAZunT

If you want the truth about #customersuccess, forget what people say and look at what they do. Here are 3 practical approaches from a front-line manager to help you move your team toward proactive #customerengagement.
#Sales #Marketing #business
https://t.co/lD6GlheHxJ

If #buyers are visiting your website and reading your #marketing content they're looking for ideas to solve a problem, THEMSELVES. Help them understand why they need you through #influencers, #insights and internal discussions.
https://t.co/7zuUaClHq7

Real buyers are the people that are willing to accept change. Only when they know how to manage change without "burning the house down" will they seek help through an external purchase. Selling doesn't cause buying - change does!
https://t.co/P1wHezWOMn

If you can’t recognize a buyer from your own #sales pipeline how are you going to identify a buyer from a #marketing lead?
https://t.co/DRNpQohWMz

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