Useless information often helps bury a buyer persona

02/10/2013 | Marketing Interactions Blog

B2B buyer personas are often developed and abandoned as useless because they're written more for actors developing a backstory than on the firm footing of "insights to the worklife, objectives, orientation and obstacles your buyer faces," writes Ardath Albee. Develop helpful, effective buyer personas by asking the right questions in sales and customer-service interactions, and by focusing on the changes customers are experiencing and what course of action they are taking to embrace it.

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