Gartner Blog Network

Tag: 'personas' Blog Posts

from the Gartner Blog Network

The Problem With Personas

by Chris Ross  |  February 3, 2017

There they are, staring back at you from a PowerPoint deck…shallow, clichéd, painfully obvious customer personas. Maybe it’s Paige the busy soccer Mom. Henry the young urban professional, or Caroline...

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Three Simple Actions To Improve Customer Experience in 2017

by Augie Ray  |  December 15, 2016

[caption id="attachment_388" align="alignright" width="300"] Source: Pixabay[/caption] Just two weeks to go before it is 2017--good riddance, 2016!--and that means it is time to start making your professional New Year's resolutions....

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The Enterprise Persona Matters Most in B2B Tech Markets

by Hank Barnes  |  November 22, 2016

I have a bit of a love/hate relationship with personas.   While I truly believe in adapting your communication to specific audiences, and the the exercise of developing personas forces...

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The Enterprise Context Can Not Be Forgotten

by Hank Barnes  |  June 21, 2016

I continue to see articles talking about how B2B selling is personal, with articles talking about "everything is B2P.".  I've blogged about this before, but I think the discussions of...

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Positioning, Persona Overload, and the Consensus Buy

by Hank Barnes  |  September 15, 2015

Last week, I shared some information from the new book, The Challenger Customer from CEB, and how their story reflects what I believe has been a key driver of SaaS adoption--the...

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The Slippery Slope of Marketing Personalization

by Jake Sorofman  |  June 12, 2015

Conventional wisdom tells us that customers expect a high degree of personalization in their experiences with brands. In many cases, this is undoubtedly true. Most customers rightly expect their preferred...

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Ode to the Marketing Persona

by Jake Sorofman  |  June 9, 2015

Oh, poor, beleaguered persona. You’re hardly given a chance. In an age of data-driven everything. You’re dismissed at first glance. Like a hollow expression. As if drawn from thin air....

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Segmentation Decisions and Personas Need to be Shared Broadly

by Hank Barnes  |  July 12, 2013

In increasing numbers, technology providers are getting more advanced in their segmentation strategies.  They are also using rich personas to define their target user (and sometimes their buyer).   In their...

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Enterprise Architects on Corporate Blogging

by Jeffrey Mann  |  September 15, 2009

I am doing a couple presentations on collaboration and social software at the Enterprise Architecture Summit in London this week, just before the Portal, Content and Collaboration Summit. I just...

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Great UI needed for social software controls

by Jeffrey Mann  |  February 1, 2009

This New York Times article reflects an issue that has been lurking at the back of my mind ever since I started using social media sites like Twitter, Facebook, Flickr,...

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