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.

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

It’s time we stop calling this “data” and start calling it what it is “your personal information”

IMHO, as providers, we're still nowhere close to being customer centric and that's the biggest challenge to making it easy for B2B customers to buy.
The B2B Technology Buying Conundrum

Unfortunately, most companies exhaust every possible option to understand the customer’s buying behavior and decision process with one exception: asking actual buyers. Remember that everything starts & ends w the customer @scottsnews via @Inc

70% of a buyers purchase decision has nothing to do with their need, your solution or your sterling personality.

Whatever is holding the status quo in place is far more powerful that any solution you can offer! Why prospects don't buy based on their obvious need, your perfect solution or your sterling personality?

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