Buyer Personas are critical, Mr./Ms. CEO


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(In a recent MarketingSherpa study, they found the biggest problem at B2B sellers was a lack of quality sales leads.

Add in the lowest quota performance in history by CSO Insights and you’ll see why we share key demand generation ideas here.)

Recently I had the pleasure of speaking to both the CEO and the Enterprise Sales Director for Marketbright, a West Coast marketing automation company.  Then I was given an introduction to the product and learned where they fit best  – the mid market, with revenues from $100MM to $500MM.

This lead to a discussion of marketing techniques, such as:

  • webinars
  • white papers
  • eBooks
  • Internet TV, a la

We instantly got into the conundrum that all marketers face. They were confused about which one(s) to invest in.

Which do you choose?  Which would work best for you?  In your target market?

But when I talked to the CEO, he said “We know who we are selling to and it(‘s) going very well.   So we don’t need to get into this kinda exercise.”

But does he really?  He might think he knows, but would the buyer agree?  I really doubt it. If I asked one of their prospects “How well does Marketbright know you?” How well would they do? I’ve got a $100 bill right here to say they would get a lousy grade.

My advice is the same, regardless of your industry. There is a way to solve this conundrum.  Before you have the tactics discussion….

Develop deep personas of your prospective buyers.

The Principle is simple.

“If I know them and what makes them tick, I’ll know how to talk to them.”

Check out the profile of the CIO  (image belongs to Tenton Marketing.  Thanks for providing this.)

Note the depth of information – attitude, reputations, pet peeves, fears, values…. Think you could craft some content to get his attention?  Of course you could. Do you think the CEO above has this depth of information? He most certainly does not.

Develop buyer personas like this, Mr./Ms. CEO.  Your board will thank you for spending wisely.

What do you think? Do you have buyer personas like this?  Are you trying to develop them?

Republished with author's permission from original post.

Jeff Ogden
Jeff Ogden ( is President of the Tampa based Find New Customers demand generation agency. .


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