Your search for buyer personas returned 5 results.

B2B Sales Require Getting on the Buyer Short List

It's now become clear that there has been a dramatic shift in the alignment between B2B buying cycles and B2B sales cycles.  Lori Wizdo (Forrester) blogged at the end of 2012 that B2B buyers are 65%-90% complete with their buying cycle before contacting a brand's sales channel. Earlier this week, I spent an hour on the phone with Peter Burris (VP - Forrester ...

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Five Elements of Effective B2B Buyer Personas

The concept of buyer personas has been hot the past several years and I've also blogged about why they are important while also connecting the concept of the customer decision journey (CDJ) that McKinsey & Company popularized in 2010.  As we begin 2014, the buyer persona and the CDJ appear to be on a collision course as marketers now seek to combine these ...

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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 ...

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Getting Started with B2B Buyer Personas

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 ...

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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 ...

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