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

Connect with your buyers decision making process. How to Make Buying Way Easier for Your Prospects https://t.co/xivEFJodbr via @HubSpot

Buying is a change management problem not a solution choice problem. - https://t.co/Vun26qOy78 https://t.co/Vun26qOy78

Prescription without diagnosis is malpractice. To Be Prescriptive, You Have to Diagnose First - Hank Barnes https://t.co/34JbJDVIjh

Bob Hoffman @AdContrarian "My minds made up, don’t confuse me with the facts!" https://t.co/MrlieG2qbm by @insighthought on @LinkedIn

Bob Hoffman @AdContrarian at Global Marketer Week.Bob shows up with data and the data guys show up with fluff. Ad tech=Horseshit for Dummies

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