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 $100K to an agency to make bu

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, and wants of your buyer, then i’

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 costs. I would look at trends in c

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 generating leads that go no where, a

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. Or you may validate that you do

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 be asking for more.  In general

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 throughout from the beginning. Thi

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 spend $$ (if I have) to eithe

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 you want to accomplish with th

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... Step one, start by being

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 which was to call a meeting, p