Building a real buyer persona doesn’t require an elaborate research project. Five specific interview questions, asked consistently across 8–10 recent customers during your market research effort, surface most of what actually matters. Question 1: “What was happening when you first realized you needed to solve this issue?” This surfaces the trigger event, the specific moment […]

“Small to mid-sized businesses” is not a buyer. It’s a demographic bucket that includes a company that will close in a week and one that will become your best account for a decade, and marketing that targets the bucket instead of the real person inside it usually reaches neither well. Why does targeting a vague […]

When a mid-market B2B SaaS client came to us, their reporting looked great. Lead volume was up. The blog was publishing on schedule. The dashboard was a wall of green. Most content calendars are built to look busy. This one was built to fill a pipeline. The pipeline told a different story. Plenty of leads, […]