If you’re old enough to remember when Al Gore invented the internet, it’s been interesting to watch the world of technology marketing become the world of marketing technology…
But be careful what you wish for. We have taller and taller technology stacks that promise more ways of reaching more prospects than ever before, but our research with B2B marketing directors shows that many are feeling overwhelmed by the plethora of toys they now have.
We’re all MADD with Marketing Attention Deficit Disorder. In this technology cacophony, marketing directors tell us it is increasingly hard to find the time and resources to lay out a clear strategy based on knowing exactly who your prospects are and why they are prospects… which kind of is our job.
Buyer personas to the rescue!? A tool which we have been happy to see emerge in the last few years is the buyer persona, the personified picture of exactly who your prospect is and why they might want to buy your product.