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Q: You have created something called “Progressive Persona Profiling”. Can you elaborate on what this is and how it solves the two issues mentioned above?
Levine: At Kern, we created “The Modern Buyer’s 10-Stage Journey” as “Progressive Persona Profiling” tool (see below). Some may consider it presumptuous of us to define all buyer journeys for all products or services into these 10 stages. But what is important is that the journey isn’t linear, and that many of these stages can be traversed in seconds or together in groups.
Also, some stages, such as Stage 7: Social Research, can take place at every stage. The more complex the service or solution, such as in large B2B marketing endeavors, the longer the buyer’s journey or buy-cycle will be. The benefit of the new progressive persona profiling is that it integrates a more complete buying journey within a more dynamic tool....
Scott Levine's perspective on the challenges associated with using traditional personas and how personas are evolving. Marketers take note.