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Podcast: B2B Content Show: A Podcast About the How, What, and Why of B2B Content Marketing
Episode: The value of importance of "buystander" personas w/Matthew Lewsadder
Description: Buyer personas are a staple of any b2b marketing playbook, for obvious reasons. They give marketers a target to aim at and provide insight and guidelines for how to engage prospects and convert them into customers. The problem, though, is that buyer personas are based on information about, well, buyers, which at any given time comprise only around 5% of your total market. What buyer personas typically DON'T take into account are the whopping 95% of your market that's not in buying mode. Would it not make sense to ALSO create personas for that large segment of your market that...