Forbes contributors publish independent expert analyses and insights. Rebecca Shaddix covers overlooked aspects of big data and technology. Developing and bringing a product to market should begin ...

When we think about the buyer’s journey or building customer experiences that delight our prospects, the foundation for marketing needs to be around the “who.” In telling our stories, we still rely on ...

Trying to sell to your target e-commerce audience without a buyer persona is like seeing in the dark without a flashlight. You have to resort to potentially wrong perceptions based on inaccurate ...

Opinions expressed by Entrepreneur contributors are their own. Every business, regardless of its niche, should know and understand its customer base. After all, how else will you know who to market to ...

Who is your customer? One tool marketers frequently use to answer this question is buyer personas. A buyer persona is a fictional character used to give marketers and others a mental image, a story, ...

Too often, companies create buyer personas, but are not sure how to write blog content that caters to them. While there are several aspects to consider when writing to your buyer personas, there are ...

Opinions expressed by Entrepreneur contributors are their own. There’s no arguing with the fact that the Internet has made it possible to reach a wider audience than ever before. But just because you ...

We’ve all experienced this frustration: Spending weeks crafting what seems like the perfect campaign, only to watch it fall flat because it didn’t resonate with your audience. If this sounds familiar, ...

At what point does a buyer persona mutate from a useful marketing tool into a meaningless collection of bullet points, stock headshots, and random guesses? Are your buyer personas drowning in details?

Note: Upon her indictment on federal money laundering charges and her arrest February 8, 2022, Inc. dismissed Heather Morgan as a contributing columnist. As is our practice, we do not unpublish ...