- Most people aren’t paying enough attention to the depth of analysis of their personas, and in leveraging them as the integrated foundation for their entire marketing communication program.
- The analogy of product requirements for R&D is personas for Marketing. Those marketing organizations willing to invest heavily and put hard work into identifying their buying centers and defining their buyer personas are the ones that win.
- Anyone can create a basic, demographic-based persona – you know, the kind you build by creeping LinkedIn profiles – but very few are willing to invest the time and resources to build deeply insightful buyer personas. When you make an investment, you will know more about your buyer than your competitors do, maybe more than anyone does.
- The next big area is demand type, and how everything changes depending on what demand type you’re dealing with. The way you use personas, the way you target, the way you communicate, how you decide when a lead is ready for sales.
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