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April 13, 2012

Brian Finnerty and 1 other person answered this question at this roundtable

The Power of Buyer Personas in Sales and Marketing Success [4/4 @ 11 am]

What are the biggest mistakes people make in building and using personas?

Creating a wonderful set of buyer personas, validated with input from real prospects, and shoving them on a dusty shelf in the office, never to see the light of day in sales pitches, marketing collateral, or demand-generation materials and marketing campaigns. It happens...all the time. more

Marketing

Sales

Buyer Behavior

Buyer Persona

April 11, 2012

Mike Kennedy selected a best answer for at this roundtable

The Power of Buyer Personas in Sales and Marketing Success [4/4 @ 11 am]

Do you measure innate human traits as part of your Buyer Personas?

An example would be knowing how prospects prefer to be communicated with and what appeals to them before talking to them:
Will they want you (the sales rep/marketer) to be warm and friendly or quieter and more reserved? Do they prefer to see the full ... more

April 5, 2012

Doug Kessler and 2 other people answered this question at this roundtable

The Power of Buyer Personas in Sales and Marketing Success [4/4 @ 11 am]

What are the key characteristics that a buyer persona should capture?

All good suggestions. I'd add:
-- Psychographics – what are the attitudes, beliefs and prejudices of your best prospects?
-- Trigger events – what changes in their world would create the need for your solutions?
-- 'Firmographics' – horrible word but a good concept: not ... more

April 5, 2012

Maribeth Ross and 1 other person answered this question at this roundtable

The Power of Buyer Personas in Sales and Marketing Success [4/4 @ 11 am]

What is the key to successfully matching newly created personas to an existing customer database?

Josh, practically speaking, being able to tag your database with the contacts' correct persona would be ideal. I caution you against guessing at who fits which persona by title or other factor, but rather allow their engagement with you to be the guide. A well ... more

April 4, 2012

Tony Zambito answered this question at this roundtable

The Power of Buyer Personas in Sales and Marketing Success [4/4 @ 11 am]

What are some methodologies and exercises I could follow to develop personas?

Hi Adam,
I believe the best approach to take is to recognize that developing personas is all about:
Research - Discover - Model versus Build/Create
Look into qualitative research methods to help you research. Learn how to distinguish the patterns we talked about in the ... more

April 4, 2012

Stephanie Tilton answered this question at this roundtable

The Power of Buyer Personas in Sales and Marketing Success [4/4 @ 11 am]

How much data do you need to gather to feel confident in your persona research?

Here's a terrific article that outlines various categories of information to unearth: http://www.raintoday.com/pages/8109_selling_with_psychology_know_your_buyers_...
For a recent interview with Tony Zambito on the evolution of buyer personas: http://savvyb2bmarketing.com/blog/entry/2894013/beyond-buyer-personas-connect...
And for a range of posts about personas: http://savvyb2bmarketing.com/search/tag/buyer%20personas more

April 4, 2012

Tom Scearce asked a question at this roundtable

The Power of Buyer Personas in Sales and Marketing Success [4/4 @ 11 am]

What's the panel's view on "negative" buyer personas? i.e., what's the value of leads who don't neatly fit into a "positive" box?

April 4, 2012

Deidre Hudson asked a question at this roundtable

The Power of Buyer Personas in Sales and Marketing Success [4/4 @ 11 am]

Can you apply buying personas in a B2B setting? If so how? What are the similiarities to applying in a consumer setting and what are the differences?

April 4, 2012

Katie Martell asked a question at this roundtable

The Power of Buyer Personas in Sales and Marketing Success [4/4 @ 11 am]

Can you share some of your favorite examples of buyer personas, their names & characteristics?

April 4, 2012

78 people recently signed up for this roundtable

The Power of Buyer Personas in Sales and Marketing Success

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