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jonerp : personas   3

The Most Important Thing about B2B Personas-Common Ground
"The most important persona-style effort a B2B organization can invest in is the development of an ideal customer profile, something we coined as “The Enterprise Persona.” That profile can, and should include psychographics of the enterprise (among other dimensions)–something that Gartner is helping with via our Enterprise Technology Adoption Profiles. You can build 3 personas in this area. You start with the ideal customer. Then identify deviations from the ideal that would be viable as a good target–the acceptable customer profile. And, finally, identify deviations from ideal that would be a signal that a win, or the ability to make sure the client got value even if you win, would be unlikely–the unacceptable customer profile. Understanding this is most important."
go-to-market  enterprise  persona  technology  adoption  profiles  eta  ideal  customer  profile  personas  psychographics 
november 2018 by jonerp
Questions to Answer - by @barnes_hank
"When we work with tech providers, they are constantly looking for help and advice on messaging and storytelling. There are so many things to consider that it can be overwhelming. What content formats are needed? How should we message to personas (a dangerous approach in B2B). What type of stories do we need? How does content serve the buyer journey? And the list goes on and on."
go-to-market  activity  streams  buying  cycle  content  personas 
december 2017 by jonerp
The Enterprise Persona Matters Most in B2B Tech Markets - by @barnes_hank
"As you think about the enterprise persona, you can take it even further, as Bob suggested in his piece. For every area that you cover, also look at it from two other perspectives. Beyond the attribute that makes a customer ideal, is there a different “value” that would make them a terrible fit, e.g. qualify them out."
go-to-market  personas  qualification  segmentation 
november 2016 by jonerp

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