Thought Leadership
Once more with feeling - how to develop B2B personas.

The most effective B2B marketing is rooted in a strong understanding of – and balance between – both rational purchase drivers and the human, emotional motivations of the target audience.
Of course, to do this well you need to have a thorough understanding of who you’re looking to communicate with; what are the most important factors in getting them to engage with your brand, make a purchase and come back for more?
One view on this challenge, as David Ogilvy put it, is that “The trouble with market research is that people don’t think what
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