Category Archives: Marketing Persona

Why having a “buyer persona” helps you shorten the sales cycle

Do you have a “buyer persona” to lead you to your target market? If not, your marketing team may be lengthening the sales cycle and not even know it. Continue reading

A persona exercise: The Skeptical Futurist

If you are selling to CIOs or IT strategists, you may find this persona example of interest. Continue reading

Check out the new online Persona course for B2B marketers

A new online course for B2B marketers

Create High Impact B2B Personas in 4 Easy Steps

A new online course for B2B marketers

Limited time offer: Now only $25 (a $96 value!)

The key to accelerating any revenue growth is found in how well you understand your target audience and what makes them tick. This isn’t new information. We have all heard the advice. The challenge? In the rush to get to market, we don’t always make the time. That’s why I created this new online course. Now you can download the template and master the persona exercise.

If you are already a reader of this blog, you’ve read about the technique and seen some examples. This new online course let’s you practice what you’ve read about. Not only that, you can build a persona for your business as part of the online course.

The course takes about 2 hours to complete, but you can work at your  own pace by stopping and starting the lessons as your schedule permits.

  • Download the persona template for B2B marketers
  • Review and critique B2B persona examples
  • Learn how to apply the template and the exercises to your own business
  • Expand your marketing experience as you build and hone your persona skills online and on your terms
  • Evaluate your success by comparing your knowledge via our pre- and post-course assessment quiz
  • Earn the B2B persona certificate, showing your mastery of this technique

Good luck, and good marketing!

Mike

3 steps to improving your positioning & messaging

How well are your lead gen programs performing? Be honest. When lead generation programs fail, they do so mainly because the messages communicated are irrelevant or ill timed for the target audience. We, as a society, have become so used to information overload it’s become the white noise of the marketplace. The knee-jerk reaction from companies is the “ready, fire” execution of promotional offers. It’s easy to fall into the trap of believing that volume replaces the need to “aim.” Continue reading

New mini-guidebook! How to build a Persona

The Marketing High Ground series: PERSONAS is now available in both paperback and Kindle versions. Continue reading

Preview “The Marketing High Ground”

Download an excerpt — The Marketing High Ground

If you are interested in the best practices surrounding persona development, drafting crisp positioning statements, and crafting messages that are relevant and meaningful to your persona, you’ll want to read The Marketing High Ground. Available in May 2011 on Amazon.com, this book is the essential playbook for B2B marketing practitioners.

All about personas

Here’s a collection of some of the most popular postings on this subject. Continue reading