8 Powerful Ways to Use Buyer Personas to Build Your Content Arsenal

Insights to action! This e-book explains how buyer personas created using the 5 Rings of Buying Insight methodology can be used to to support your B2B marketing strategy and sales enablement and generate a wide range of content.


5 Things You Need to Know About Your Buyers That Will Give You a Competitive Edge

Knowing your buyers is essential for building a persuasive case to purchase your solution instead of your competitor’s. But if your understanding of buyers is based solely on information gathered from your sales team, product marketing or other internal stakeholders, then you only know part of their story.

INFOGRAPHIC: How To Create Insightful and Actionable, Buyer Personas

This infographic compares the pros and the cons of the three popular methodologies for creating buyer personas, and explains why interviewing your buyers is the most powerful method for capturing new and actionable insights that will give you a competitive edge.

Click here to download a PDF version of the infographic.



Bridging the Gap Between What Buyers Care About and Your Content

I recently completed another buyer persona project for a company where I interviewed business executives about their purchasing decision around a mature and highly competitive, solution category. My goal, as with all the interviews I conduct, was to capture insights on what triggered buyers to look for a new solution provider and why they chose the solution that they did.

The 6 Most Important (And Surprising) Things I Learned Doing B2B Buyer Personas.

Last year I decided to learn how to develop buyer personas so that I could become a better content marketer. Having practiced the craft for over a decade, I was no stranger at producing content that helped buyers to make a more informed and educated purchasing decision. And until a year ago, I honestly thought that I was communicating value from the buyer’s perspective. But when the value proposition that I had helped develop for one of my B2B clients was canned as a result of a new VP of Sales and Marketing joining the company and disagreeing with some of the key messages, it made me question the very process marketers use and the people that get involved. It wasn’t until I came across an e-book from Buyer Persona Institute that I truly understood the problem.