“A buyer persona is an example of the real person who buys, or might buy, products like the ones you market,” according to Adele Revella, who also advises that you hold direct interviews with real ...

Buyer personas. You’ve heard about them over and over again. You know you need personas in order for your marketing to be successful, but you still haven’t created them. What’s holding you up? Is it ...

Trying to sell to your target e-commerce audience without a buyer persona is like seeing in the dark without a flashlight. You have to resort to potentially wrong perceptions based on inaccurate ...

When we think about the buyer’s journey or building customer experiences that delight our prospects, the foundation for marketing needs to be around the “who.” In telling our stories, we still rely on ...

If your marketing team spent months researching and interviewing current customers to develop buyer personas, I have one question for you: Does your sales team even know they exist? No matter what ...

Who is your customer? One tool marketers frequently use to answer this question is buyer personas. A buyer persona is a fictional character used to give marketers and others a mental image, a story, ...

Content that isn’t targeted to a specific audience helps no one. It doesn’t help your customers, because they aren’t getting their needs met or questions answered. And it doesn’t help your ...

At what point does a buyer persona mutate from a useful marketing tool into a meaningless collection of bullet points, stock headshots, and random guesses? Are your buyer personas drowning in details?

Generating qualified leads remains a top challenges for B2B marketers: 77% of B2B marketers said improving lead quality was their top priority in 2017—more important than increasing the quantity of ...

Note: Upon her indictment on federal money laundering charges and her arrest February 8, 2022, Inc. dismissed Heather Morgan as a contributing columnist. As is our practice, we do not unpublish ...