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.


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.

Frequently Asked Questions About Buyer Personas (E-Book)

Understanding how B2B buyers search for solution options, short-list and evaluate vendors, and make their final purchasing decision is critical for developing persuasive messages that capture buyers’ attention and move them through the sales funnel. That’s why organizations are increasingly using buyer personas to take the guesswork and personal opinions out of what will work versus what won’t. However, not all buyer personas are created equally. While some buyer personas contain deep insights that help marketers to make confident decisions about how to get the right message to the right people at the right time in the buying journey, other buyer personas never get put to use.

How to Capture Deep Insights About Buyers and Gain a Competitive Advantage

Delivering the right information, to the right people, at the right time in the B2B buying process is critical for persuading buyers to purchase your solution. But what if your marketing and sales efforts are built on false assumptions about what’s important to buyers and how they make their purchasing decision? What if you discovered that 70% of your marketing budget and 40% of your sales efforts were NOT being spent in places that actually influence the buying decision? What would be the reaction of your CEO and CFO?