Program · for marketing leadership
The economic buyer's interior: what success looks like this quarter, what gets them promoted, what gets them fired, who they must convince internally, and what makes them forward your email instead of deleting it.
Most ICP and persona work describes the buyer from the outside: title, company size, industry. None of it tells you what the buyer actually cares about, what they fear, or what gets your email forwarded instead of deleted.
To sell someone, you have to understand them. What does success look like for them this quarter, and who do they have to convince to say yes to you?
We start from what the buyer actually experiences, because Howard has been them, repeatedly.
What they are measured on, what they are afraid of, and who they must bring along.
The messages that match each role and each fear, ready for your team to use.
Everything downstream, the site, the deck, the campaign, gets sharper once you actually know the person you are selling to.
Message to what the buyer cares about, not to a job title.
Give your champion what they need to sell you internally when you are not in the room.
Notes that get forwarded up instead of deleted.
Cross-industry insight, not one anecdote dressed up as a persona.
Most buyer maps are written by people who studied the buyer. This one is written by someone who has been the buyer, in all three seats, across many companies. That is rare, and it is the difference between the pattern and a guess.
Every agency will wordsmith your message. We are the buyer you are trying to reach. Howard Holton has been the CIO, the CTO, and the CISO, more than once, across many companies, sizes, and industries. This is not one analyst's opinion. It is the read of the person who signs the check.
The Real Buyer Map is scoped to the roles and segments you sell into.
Founding Client: start your first engagement by July 31 and take 40% off, as one of a small charter group, in exchange for becoming a reference.