The value of importance of "buystander" personas w/Matthew Lewsadder
01/04/24 • 27 min
Buyer personas are a staple of any b2b marketing playbook, for obvious reasons. They give marketers a target to aim at and provide insight and guidelines for how to engage prospects and convert them into customers. The problem, though, is that buyer personas are based on information about, well, buyers, which at any given time comprise only around 5% of your total market. What buyer personas typically DON'T take into account are the whopping 95% of your market that's not in buying mode. Would it not make sense to ALSO create personas for that large segment of your market that isn't ready to buy?
This insight led today's guest, Matthew Lewsadder, to write and publish a book on the topic: Buystander Personas: How to gain breakthrough insights into out of market b2b audiences, create massive demand for your brand, and win where others aren't competing.
Matthew is also founder and CEO of Brighttail, a B2B demand marketing agency.
The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.
Hosted on Acast. See acast.com/privacy for more information.
Buyer personas are a staple of any b2b marketing playbook, for obvious reasons. They give marketers a target to aim at and provide insight and guidelines for how to engage prospects and convert them into customers. The problem, though, is that buyer personas are based on information about, well, buyers, which at any given time comprise only around 5% of your total market. What buyer personas typically DON'T take into account are the whopping 95% of your market that's not in buying mode. Would it not make sense to ALSO create personas for that large segment of your market that isn't ready to buy?
This insight led today's guest, Matthew Lewsadder, to write and publish a book on the topic: Buystander Personas: How to gain breakthrough insights into out of market b2b audiences, create massive demand for your brand, and win where others aren't competing.
Matthew is also founder and CEO of Brighttail, a B2B demand marketing agency.
The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.
Hosted on Acast. See acast.com/privacy for more information.
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Using content with product user and lifecycle data Ashley Litzenberger
It stands to reason that the most effective content is content that's informed by data. Specifically, data about what customers value about a company's products and services. The better you design a piece of content to speak to the specific needs, desired outcomes, and preferences of the people you're trying to sell it to, based on what you learn from your current customers, the better that content is likely to perform.
Actually doing this, though, is easier said than done.
My guest today is here to share her process for infusing content with valuable product user and product lifecycle data. Ashley Litzenberger is a product and solution marketing expert and founder of Ashley Litzenberger Consulting,
Link 1 linkedin.com/in/alitzenbergerhighered
The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.
Hosted on Acast. See acast.com/privacy for more information.
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The B2B Content Show is brought to you by Connversa, helping busy CEOs and business owners create a month’s worth of difference-making video content in 60 minutes.
Hosted on Acast. See acast.com/privacy for more information.
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