Buyer persona research
Take guesswork out of your content marketing.
If content isn’t converting, it’s likely not a copy problem—it’s a buyer insight problem.
Most B2B teams understand their buyers at the sales stage. But earlier in the funnel it’s educated guesswork.
The missing piece is buyer persona research
Buyer persona research closes the gap between content and sales goals and helps you discover:
– Who’s involved in the decision and what drives them
– What questions buyers ask as they research options
– What content formats and topics actually move them forward
– Where your message overlaps with what they care about
The 4+1-step discovery process
My collaborative method to audience research
1. Stakeholder interviews
Tap into the insights your team already has. I talk to sales, marketing, and customer success to surface what they’re hearing from the field.
3. Analysis
I dig into transcripts and internal data to identify patterns, gaps, and opportunities that can sharpen your messaging.
2. Buyer interviews
I speak directly with recent customers and (when possible) lost prospects to understand how they buy, what matters most, and what gets in their way.
4. Insight report
You get a clear, actionable document with buyer profiles, voice-of-customer quotes, and content themes that actually resonate.
+1. Themes workshop (optional)
We bring your team together to align on what matters most to your buyers and how to turn those insights into content that works.
Want to discuss your project?