Well-crafted buyer personas help marketers create more impactful messaging and drive deeper engagement with clients and prospects. But many marketers short-cut the development process and make due with role-based profiles, not research-based personas that reflect real insight into the solution buying process.
The pace of change in marketing is fast, but last year’s top posts still provide great insight for the challenges to come. In case you missed them, check out our top 10 below for essential data and guidance on many of our key issues for 2017.
Marketing leaders are often surprised when we tell them they only need one or two buyer personas but the key is to let research drive persona development. Personal profiles matter much less than the actual dynamics of how and why buyers buy.