Are Personas Really the Best Way to Identify Your Buyers?

What is it that makes a B2B buyer receptive to your marketing? Is it who they are? Is it the situation they’re in? Or have they reached the point where the status quo -- the legacy software, the time-consuming manual process, the spreadsheets that connect data from various sources -- is simply no longer tenable? In this episode of B2B Nation, we talk to Tim Riesterer, Chief Strategy Officer at sales training firm Corporate Visions, about the science behind decision making. According to Tim, when you measure the effectiveness of marketing tools like personas against neuroscience and behavioral economics, you find personas might actually do more harm than good if you’re trying to identify your buyers. We also discuss another common mis-step: using the same messaging for new prospects and existing customers. Podcast Guests Tim Riesterer is Chief Strategy and Research Officer of marketing and sales consulting and training firm Corporate Visions. He is responsible for leading the strategic direction of the company in thought leadership, positioning and product development. He also leads the company's consulting team globally, including staff and certified contractors. Aimee Dunn is the Director of Sales Enablement at TechnologyAdvice. Prior to this role, she led the Customer Success team at QuinStreet B2B, which was acquired by TechnologyAdvice in early 2020.