The Connection Between Buyer Personas and Customer Journey Marketing

The pace at which marketers must learn new methodology, implement new technology and deliver weekly sales leads is a challenge. One area that is critical for marketers to understand if they are to build more credible marketing plans is the role of buyer personas and buyer journeys (the latter being popularized by McKinsey & Company in their Customer Decision Journey research in 2010-2012). I've heard some marketers question whether buyer ...

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Creating B2B Customer Journeys

Posted on July 9, 2013

If you are reading this I'm going to assume you have been exposed to McKinsey & Company's Consumer Decision Journey ("CDJ") research that was publicized in 2010 and has shaped marketing strategy since that time.  However, some marketers may not be aware of McKinsey's efforts to benchmark the CDJ model for B2B companies -- hence, the acronym now being referenced as the Customer Decision Journey. One of the key differences in the buying ...

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Getting Started with B2B Buyer Personas

Posted on June 16, 2013

Over the past 5 years, the concept of buyer personas has gained popularity among marketers but sadly many companies still lack them. Additionally, with recent  popularizing of customer decision journeys by McKinsey and Company, it is increasingly important that marketers eliminate as much guesswork as possible when building their lead generation campaigns by understanding who they are targeting (buyer personas) and how buyers are making ...

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Citi’s One-Size-Fits-All Approach to Buyer Personas

I've been musing for several weeks about several change management topics to write about, when Citi Financial gave me a timely subject: customer service. You may recall several posts we've made in the past year or so on the issues of customer retention and why new customers seems to get the best offers/service -- while the old customers (those that pay the bills for the brand) are largely ignored. Until today, my consulting firm has maintained ...

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