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

The status quo is way more powerful than any solution you can offer! via @LinkedIn

Why #b2bbuyers don’t buy! “Many are not in a position to change or don’t know how to begin” says @vincercfo. Buyers are evaluating themselves and their ability to withstand the pressure of changing. They’re not evaluating #technology solutions!

The problem has never been with #marketing or #sales. The part we’ve left out of sales is change.
90% of marketing leads die on the first call. Lead quality is NOT the problem! via @LinkedIn

Shakespeare and J.K Rowling are story tellers. The rest of us are copywriters. And buyers know that.
So tell stories buyers can relate to, that are important to them, NOT YOU. Drop the infomercial. They're stuck internally, tell them how recent buyers overcame the same issues.

Hank Barnes@Barnes_Hank

For those that attended either my positioning or storytelling workshops at #GartnerTGI, or even those that didn't, you might enjoy my blog from. Last week

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