Personas
Forget the 7-Role Enterprise Persona Map. B2B Buying Comes Down to 3 People
Skip the 7-role enterprise persona map. This B2B framework narrows buying committees down to 3 people — and what each one needs from you
Personas
13 People Can Say No. Almost Nobody Can Say Yes. Welcome to B2B Sales
Forrester found 13 people can say no in a B2B deal, and almost none can say yes alone. Here's why 86% of deals stall anyway
Personas
Why Your B2B Buyer Persona Looks Like a B2C One (And Why That's Costing You Deals)
Most B2B personas look like B2C ones: a stock photo, a hobby list. Here's why that fails, and what a real B2B persona needs instead.
Product Marketing
Adding A Signup Button Doesn't Make You Product-Led
Bolting self-serve onto a sales-led product rarely works. Product-led growth is an operating model that companies rarely build in full.
Positioning
Your Biggest Deal Blocker Might Be Your Best Untapped Buyer
The stakeholder killing your late-stage deals rarely cares about your product. They care whether it serves them. Speak to that, and they become your...
