B2B Growth Social Media and Updates

Real Buyer Personas Are Essential for Modern B2B Marketing

B2B Buyers have changed – personas can help…if you put care and effort into how they’re built and applied. Both are important, but if you don’t use them well, the build doesn’t matter. At a detriment to themselves, most marketers still don’t do this work. They say they don’t have the time. They think they know their buyers. They now think asking AI is the easy button. All of those are excuses we use to keep running on the hamster wheel of shoving stuff out the door. But in a world where buyers shun vendors until after they’ve created their shortlist, can you afford to shun getting to truly know and understand your buyers? And beyond the antiquated idea of generating a “lead” and tossing it to sales, this change in buying means marketers are carrying a much heavier load across the buying process. Adopting a continuum approach can help. Building buyer personas with teeth and true understanding definitely helps. Because personalization isn’t “Hi firstname” – it’s matching context and relevance based on the situation they’re in and what they need to know to take the next step—with you. In this podcast with Paxton Gray at 97th Floor , I talk about all of this and: 🔑 Explain the difference between a funnel and a continuum 🔑 Why you need well-built personas—especially with AI in the buyers’ arsenal 🔑 And how to make personas useful instead of creating more shelfware Have a listen and let me know what stands out to you… #buyerpersona #contentmarketing #buyerenablement #B2B https://lnkd.in/gBV7WNaS