Tagged: Research

Get Closer to Your Customers with Personas & B2I

Personas and B2I (business to individual) are tools to make marketing messages more personal – which gives them more impact. With both marketing approaches, the goal is to create more relevant marketing content. If you’re not using personas and B2I yet, you will be soon. (Your competitors probably are already.)

A buyer persona is an example (archetype) of a customer who represents a particular group of buyers. It’s used to better understand who customers are, what motivates them to choose your solutions, and persuade them to choose you rather than a competitor or the status quo.

B2I is the process of continuously learning about each individual so that marketing and sales efforts can become increasingly personalized and relevant.

Personas and B2IMaybe you’re already familiar with these two tools. Or maybe you’re not completely sure what they are or why you should use them. Regardless of where you are in your journey, you can learn more by taking ITSMA’s personas and B2I survey.



You can take the survey in under five minutes. Here’s how it will help you:

  • At the most basic level, you’ll learn definitions and benefits.
  • Second, answering questions – the Socratic method – will help you think critically about your own practices.
  • Finally, when the survey closes on February 28, you’ll get the results and see how your peers are using personas and B2I to engage prospects and customers.

Three easy steps:

  1. Go to the survey: https://www.surveymonkey.com/s/PersonaB2I
  2. Spend five minutes to answer the questions.
  3. Submit the answers and, after the survey closes, get your peer report.

It’s easy, confidential, and you’ll probably learn something – about yourself, your organization, and the state of B2B marketing.

Take the survey

Research Results: The Best that Boston has to Offer ITSMA Conference Attendees

By Julie Schwartz, ITSMA, jschwartz@itsma.com

MakeWayForDucklingsBostonAre you coming to ITSMA’s 20th Annual Marketing Conference: The New Face of Marketing? If yes, then you are coming to one of the best cities during the best time of the year. You might even be in Boston to celebrate the World Series Championship (but I don’t want to jinx it.) If you have been to Boston before, you know there is plenty to do and some fabulous restaurants. If you haven’t you are in for a treat!

To help you make the best choices for your free time, I did some research. I surveyed the experts at ITSMA and have compiled their recommendations here.

From our Director, Administration & Event Logistics, Carolyn (Be sure to thank her for everything because she makes the conference magic happen):

From Dianne, Research Associate extraordinaire (and you better believe she knows her Korean food!):

  • I am a huge fan of live music so for the music fans: The Sinclair in Harvard Square is an excellent venue (restaurant and live music)
  •  Walking around Newbury Street/Boston Public Gardens (pretty for fall)
  •  Museum of Fine Arts. Currently has an exhibition called “She Who Tells a Story: Women Photographers from Iran and the Arab World; very provocative!
  • BonChon Chicken in Harvard Square has amazing fried chicken (spicy/Korean style!) In addition to the amazing chicken there are traditional Korean dishes as well
  • There is a brand new Korean restaurant (the original is in Allston) called Kaju Tofu House. The soft tofu stew is a MUST.
  • Not Korean but awesome: Saloon in Davis Square is a speakeasy inspired bar/restaurant (the entrance is so inconspicuous that I always walk right past it and have to turn around). Can’t speak for the food because I haven’t eaten there but the drinks are excellent and the ambience/interior is amazing
  • Toscanini’s ice cream for dessert in Central Square, very famous

From our eloquent Research and Thought Leadership Director, Dan: (Dan is relatively new to Boston. He just recently celebrated his one-year anniversary in Bean Town, so he was very happy to receive everyone else’s recommendations.  You can wish him a happy anniversary):

  • Koreana in Cambridge (Korean, gorgeous presentation, more Central Square but walking distance from Harvard) [Editor’s note: why does the research staff like Korean food so much? I will have to research this further…]
  • Club Passim in Harvard Square (the music more than the food)
  • Hana Sushi in North Cambridge (creative California-style sushi)


From Ashley, the administrative assistant who is the wind beneath our wings:

  • Favorite things to do:  The New England Aquarium is fun, and they just did a big expansion.
  • Favorite local flavor restaurants:
    • The Union Oyster House which was really old and cool, with great food (amazing cornbread)
    • Legal Seafoods is another Boston tradition with many locations, but there is one across the street from the Aquarium

From our fearless leader, Dave:

From our European Senior VP, Bev (what does she know about Boston? Better to ask her about London)

  • Favorite things to do:  Take a boat tour around the harbour [editor’s note: See what I mean? Bev doesn’t even know how to spell harbor)
  • Favorite local flavor restaurants: Eat at the Blue Dragon, newly opened at the waterfront

Dirk, everyone’s favorite Director, Client Engagement, really knows his stuff despite the fact that he hails from LA, not Boston.

  • Walk Harvard campus/Harvard Square
  • Visit Yankee Candle headquarters—just across the street from where Kathy lives in Western Massachooseitz. One of New England’s most popular destinations! (allow for travel time)
  • Walk the Freedom Trail
  • Eat fresh scalps [editor’s note: I am going to assume he meant scallops, but you never know…]

Jeff, ITSMA’s  ABM guru seconds the votes for Faneuil Hall, The Freedom Trail, and the Museum of Fine Arts.

Kathy, the woman who lives across the street from the Yankee Candle headquarters didn’t have that on her list. Hmmm…Here are her suggestions:

And finally from Cynthia, the woman who has the honor of sorting out Obamacare for ITSMA:

So there you have it–plenty to do in Boston and Cambridge. But wait, there’s more! Check out what last year’s ITSMA Conference attendees had to say: