Buyer Personas

The customer question that cuts through BS

Why one deceptively simple prompt unlocks real buyer truth

Apr 25 •

Your buyer doesn’t care (but it's your job is to change that)

Make your positioning resonate, your narrative land, and your marketing actually matter.

Mar 31 •

Your customer research is failing if no one uses it

How to make customer research essential—so it actually gets used to drive decisions, not just sit in a deck

Feb 6 •

Analysis: 16 years of Zendesk positioning

What we can learn from Zendesk's positioning evolution over the last 16 years

Mar 21, 2023 •

10+ ways to get closer to your customers this week

Improve your intuition and take small steps to deepen your customer understanding with these tips.

Feb 21, 2023 •

Using surveys in narratives and marketing campaigns

Carrying out primary research really helps drive impact in your narrative and go-to-market. Here's how to think about it (with examples).

Aug 23, 2022 •

AMA: Alicia & James on a failed product launch (and more)

We joined the Launch Awesome community for an AMA, on everything from our failed launch to building customer empathy.

Aug 16, 2022 •

Product marketing in downturns

Where should product marketers focus efforts in this economic environment?

Jul 19, 2022 •

The product marketing puzzle

ICP and personas, positioning and narrative, and where does a GTM strategy fit? My attempt to bring the puzzle pieces together in one diagram.

Jul 12, 2022 •

The importance of principles (or Okay... but how?)

"If you stand for nothing, Burr, what'll you fall for?". Can you use principles in your day-to-day work?

Jun 21, 2022 •

Okay... but why?

Two bulletpoints to include at the top of every initiative to help you align teams and work towards the best outcomes.

Jun 7, 2022 •

Seven go-to-market research tools to bookmark

Where should product marketers go for go-to-market research? Here's 7 tools to check out.

May 24, 2022 •

#nojs-banner { position: fixed; bottom: 0; left: 0; padding: 16px 16px 16px 32px; width: 100%; box-sizing: border-box; background: red; color: white; font-family: -apple-system, "Segoe UI", Roboto, Helvetica, Arial, sans-serif, "Apple Color Emoji", "Segoe UI Emoji", "Segoe UI Symbol"; font-size: 13px; line-height: 13px; } #nojs-banner a { color: inherit; text-decoration: underline; } This site requires JavaScript to run correctly. Please turn on JavaScript or unblock scripts