You need to have detailed buyer/customer personas to understand their journey in order to have an effective lead gen program.

Regardless of whether you’re competing in the B2C or B2B marketplace, understanding buyer behavior and what drives their decision to buy is essential—not only for sales, but also in the development of marketing messages. When thinking about your product or service, don’t start with the features and benefits, think about the need of the customer or user. For example, think about motor oil. Does the customer begin by thinking I need a motor oil with all these various properties

Developing and using buyer personas is a must these days. I don’t think anyone will disagree. The question becomes are companies, especially B2B organizations, investing the time and money necessary to create effective personas. According to a recent survey conducted by B2P Partners, 65% of those interviewed reported they believe their personas were ineffective and, 72% of them indicated they had not conducted any external research to contribute to the creation of their perso