This blog was first published in August 2019 and was last updated in February 2020.

In this blog, we tackle the real elephant in the B2B marketing room: buyer personas – highlighting what businesses do wrong and how to correct those mistakes.

In the Inbound Marketing world, every campaign or content plan should start with buyer personas. After all, buyer personas enable us to understand who we are trying to market and sell to. Without them, we would be running campaigns and creating content with no idea of who they are for.

But while buyer personas are and can be incredibly useful, for years they have been used incorrectly and inefficiently. Instead of carefully analysing their target market to understand the individual wants and needs of potential prospects, many just create buyer personas based on the job titles.

In this blog, I’m going to talk about the problems with buyer …