The industry standard for B2B buyer personas is wanting. I frequently see buyer personas built by other vendors that read more like a dating profile than an exceptional piece of analysis and insight.
In these poorly amalgamated personas, significant time is spent on demographic details and personality traits of a buyer when other topics are far more critical.
Applying a B2C approach to B2B brand research just doesn’t work.
Somewhere between intent and interpretation, a lot can get lost in translation.
Large companies lose touch with their customers all the time.
Are you losing deals because of your sales team’s actions?
Reflection is at the heart of success. You need to know what was working in the first place to be able to keep building on your achievements.
B2B is a complex and challenging field, but most of all, it is fascinating. Join Sean Campbell, CEO of Cascade Insights, as he shares over 20 years of experience in the B2B market.