Reposted from @acooze, @learningeloqua:
What’s the right way to think about “buyer personas”? I’m discussing that topic in a series of guest-blog posts at Acooze.com.
You have to be able to identify your buyer persona in two ways. First, you must know them from their own perspective – get them to say “I am a person who …” (and you need this kind of feedback ideally from a representative sample of them, or from your salespeople’s understanding of them). That’s the human side.
Second, you must be able to access them within your data. That’s the technical side. A lot of content marketing advice exists about the first, but it seems like information on the second is a bit harder to find.
Getting your buyer personas right is like burning both ends of a candle. And if you’re not making a connection in the middle, you’re going to run into some difficulty.