The daily business of marketing and selling products can feel like it’s happening in a parallel universe detached from reality. To bridge the gap between the worlds, companies worldwide have been relying on a simple yet powerful tool to tailor product descriptions and sales pitches to the right people: customer personas (a.k.a. buyer persona). Welcome to the 101 of more personal marketing!
Ever Googled the phrase "Marketing Advice 2019"? Chances are, if you’re the owner, CEO, or Marketing Manager of a B2B organization you’ve searched for something similar lately. It’s understandable, almost unavoidable, to seek out advice in keeping up with the modern world of sales and marketing. But is the great void of “the Internet” really the best expert to turn to for answers?