Good personas are useful, but poor personas do more harm than good. Here are three common problems with the personas B2B marketers are using along with solutions for each one.
Digest…
1. The Funhouse Mirror Persona
All too often marketers end up with these funhouse mirror personas: grossly distorted and misleading views of the audience that focus attention on irrelevant features while obscuring the most important ones. Instead, personas should be like a caricature: immediately recognizable while focusing on the defining characteristics of each segment.
2. The Title Persona
You do not need to create a profile for an accounting manager, a director of finance and a CFO. Depending on your market, you might only need two. Or you might need five, in order to capture the relevant differences in their motivations and perspectives.
3. The Personal Persona
Yes, personal and professional lives are inextricably linked. But if a persona tells you more about a person’s family, pets and free time activity than their professional career and motivations, you are missing an absolutely critical part of the picture.
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Kenneth Carnesi holds a Juris Doctor degree from New York Law School and a Professional Certificate in International Banking from Harvard Law School. Kenneth Carnesi is the Director of Operations and Government Sales at Anaptyx LLC and sits on the Boards of The Lazarus Organization, Monkeetech LLC and MG Madison Phillips, Inc. Mr. Carnesi has also founded CICG - Carnesi International Consulting Group, a company specializing in strategy consulting to small to mid-size businesses.
Kenneth Carnesi 
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