In marketing circles these days, it has become “fashionable” to include buyer or prospect “personas” as part of your marketing toolkit. And for good reason-these life-like descriptions of your prospects as individual people can help you hone sharper content marketing messages, deliver them more...

The Heart of Marketing's newest podcast, How to Gather Voice of Customer Insights That Transform Your Business, features an interview with B2P's Scott Hornstein on how voice of customer insights put the “person” in persona. Per John Olson, host of The Heart of Marketing, What’s the difference...

The most valuable part of any research is the insight. That nugget of truth that expands your understanding and guides strategy and messaging. Digging for insights isn’t easy—you have to go beyond the surface and get some dirt under your nails. And gasp! you may...