{"version":1,"type":"rich","provider_name":"Libsyn","provider_url":"https:\/\/www.libsyn.com","height":90,"width":600,"title":"154: The B2B Persona Problem","description":"In the age of 1:1 personalization, it might be considered heresy to suggest that persona-based marketing is a false idol. But hey, we\u2019re renegades, so of course we\u2019re going to challenge convention. The idea of personas is not necessarily bad. You can never know enough about your target audiences especially when facing 11-person buying committees as is the case with so many enterprise sales efforts. But there is a big difference between 1:1 personalization and personas, which are often an amalgamation of clich\u00e9s by job title-- like all CFOs are risk averse and all IT people are data-driven.  Sure, many CFOs tend to be risk averse and many IT people like numbers. Now what?  Does that mean you present you product as the least risky to the CFO and the most data-rich to the IT person?  In a word, no. As it turns out the different story for different targets approach simply doesn\u2019t work when you\u2019re selling large solutions to large companies and Gartner\u2019s Brent Adamson has the research to prove it. In this episode, host Drew Neisser gets on his anti-persona pulpit by interviewing himself. That\u2019s one less persona to cope with on this show perhaps making the medium the message? Too meta? You decide. ","author_name":"Renegade Marketers Unite: Top Rated Podcast for CMOs","author_url":"http:\/\/renegademarketing.com\/podcast","html":"