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Blow the Dust off Your Buyer Personas to Win More Deals

As a sales enablement leader, you had probably developed buyer personas years ago. There was a big announcement and possibly some training sessions, but then everyone forgot about them, and the sales reps almost certainly stopped using them. Slowly but...

Why Your Buyer Personas Are Obsolete

Do You Have a Stale Persona? Most B2B marketing organizations have, at one point in time, created buyer personas. These are developed through deep research, oftentimes by a 3rd party. Market-leading organizations actually extend these personas and buyer process maps to...

Why Most Marketing Generated Personas Fail with the Sales Force

What percentage of your salesforce uses the marketing generated personas your team builds? 50%, 60%? Let me ask the question differently. What percent of the salesforce uses marketing generated personas on a regular basis to help with their sales planning?...

Pricing-Enhanced Personas, a Sales Leaders Secret Weapon

If you are a sales leader looking to get ahead of the competition, enhancing your personas with pricing metrics could be your secret weapon. According to a recent study, about 1% of B2B SaaS companies can describe their buyer personas...

Re-launching Personas at SKO? 3 Tips to Stick the Landing

The World’s premier athletes are preparing for the biggest moment of their careers, the Winter Olympics. As your organization’s Sales Enablement leader, you also have a date in early winter top of mind… Sales Kickoff (SKO). You have been preparing for...

Do Your Buyer Personas Need a Facelift?

As a reader of the SBI blog you likely use buyer persona tools. Once the hottest thing in B2B marketing, buyer personas are now a commonplace sales enablement tool. I mean, why not? Buyer personas drive sales. In 2016, 93%...

Did You Get It Right When Creating Personas?

The buyer persona should be the most valuable asset your marketing team and sales force utilize for success. If personas are not of value, then they were not built right. Too often personas were created improperly, and quickly discarded when...

Mitel CMO Martyn Etherington Discusses Leveraging Buyer Personas

Mark Synekinterviewed Martyn Etherington, CMO of Mitel this week. The topic was the creation, and use, of buyer personas. Go hereand spend 30 minutes listening to Martyn’s wisdom. Mitel is an impressive company. They have 60 million customers spending $1 billion...

Where are your Buyer Personas?

Here, there and everywhere you’ve heard about buyer personas. Advances in marketing automation makes accurately identifying buyer habits and preferences simple. Knowing these customer attributes is now table stakes. Chances are your organization has invested in them. They were either...

Buyer Personas – Critical Tools for Modern Sales Reps

A customized sales process is an excellent tool. However, it cannot be viewed in isolation. Instead, you must account for the fluidity in the buyer’s journey. You can do this by incorporating dynamic personas and buying process maps. These tools...
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