How do you convince your company that it's worth the time to invest in researching and making buyer personas?

Firstly, know that there are ranges of budgets to create buyer personas depedning on if you go with an agency or do them in-house. I’ve worked for a company where we paid...

As they say, the proof’s in the pudding. If you work with folks who don’t see the value, it’s only once you get people using them and benefitting from them that they’ll b...

Your leadership will be focused on the ROI of the budget and time spent developing personas. The most salient metric for these exercises will be customer acquisition cost...

Personas are the way you bring segmentation and targeting to life by understanding what ‘motivates’ the buyer. If you don't have a good sense of the motivators, needs, an...

First of all, *hugs*. I've worked on both the vendor and client sides of research, so I've had the opportunity to work with many different teams with varying levels of in...

Understanding your buyer persona, and their priorities will help you better understand your ideal customer profile. Your marketing team does not want to waste $ on genera...

I'd say, start asking questions, especially of the leaders and sales team. Depending on the answers, you may have a really good start to building some personas already. O...

There's a lot of reluctance around investing in buyer persona research that comes from a "so what" sort of experience in the past. You're going to have to establish what ...

We just finished our company’s first true Personas project and took clear steps to convince many teams that have never worked with personas before. The most important of ...

In the Enterprise B2B space, my experience has been the scrappy way. Mostly because I prefer to do it myself, by collaborating with product management and saless. I might...

Always come with data insights proving how your research will drive some numbers up.

Always come with data insights proving how your research will drive some numbers up.

Why do you want to do the research? For marketing content/reports? Show the CMO and CEO all of the ways that you'll be able to get value out of it e.g. packaging up int...

Try to understand where any resitance might be coming from and be sure to tie your research to business outcomes. Digital transformation in market research A variety of...

Make key stakeholders part of the process before you launch studies, and afterwards, leverage internal communications channels and technology to bring the voice of the cu...

This really depends on the leadership team and company culture. Some organizations have a culture of "execute and iterate" first, whereas others will like to be more thro...

First off, full disclosure, this is what I do for a living, so it is difficult to answer this in a way that is neither biased nor self-serving. With that out of the way...