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?

“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 Assessment

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

Lead Engagement Strategy

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

Skills Training

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

Hope is NOT a strategy! https://www.linkedin.com/pulse/strategy-guaranteed-restrict-buying-gordon-hogg via @LinkedIn

A Strategy Guaranteed to Restrict Buying!

https://www.linkedin.com/pulse/strategy-guaranteed-restrict-buying-gordon-hogg via @LinkedIn

Say Goodbye to Selling and Hello to Buying. https://www.linkedin.com/pulse/would-you-rather-sell-have-your-customers-buy-gordon-hogg via @LinkedIn

70% + 45% = Trouble

https://www.linkedin.com/posts/gordonhogg_the-real-problem-is-not-getting-your-product-activity-6594661580691034112-CVtv

The “real” problem is not getting your product sold, but getting it bought! https://www.linkedin.com/pulse/real-problem-getting-your-product-sold-bought-gordon-hogg via @LinkedIn

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