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Buystander Personas

Name: Buystander Personas – A book for out-of-market B2B buyers.
Author: Matthew Lewsadder

A book on winning the hearts, minds, and wallets of out-of-market B2B buyers.

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Paperback $21.99 | Kindle $9.99

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The word is in.

Sometimes the most obvious solution is sitting in plain sight. Leave it to Matthew Lewsadder, one of the most strategic B2B marketers I’ve had the pleasure to work with, to discover what we’ve all been tripping over for years. Buystander Personas sheds light on the limitations of buyer personas and existing demand-gen strategies, and it reveals why it is imperative for us to understand what’s preventing so many people from starting their buying journeys in the first place.

Thomas White, Co-CMO at LTSE
In this groundbreaking book, Matthew Lewsadder shows what you can achieve when you look past the status quo to the possibilities beyond. Buystander Personas is a must-read for any marketer who is tired of chasing the category leader, and ready to get a step ahead of the rest. Read it to learn how some of the world’s most successful B2B brands have challenged the status quo and created demand where none existed. Matthew is one of the most strategic B2B marketers I’ve had the pleasure to work with. You don’t want to miss this book.

Becky Tanner, CMO at Wisk
Matthew Lewsadder is a brilliant marketing strategist who has spent nearly two decades equipping B2B tech brands to go to battle against the status quo. Buystander Personas brings together his experience and insights, revealing why so many demand-gen programs are struggling and giving us a practical, step-by-step framework for creating demand and urgency among nonbuying audiences. It’s a must-read for every demand marketer.

Dmitry Lipkin, VP Global Marketing at Halio
Challenger brands. Inbound marketing. Buyer personas. It seems like once a decade a new idea emerges that fundamentally shifts how we go to market. Buystander personas is one of those ideas. Once you grasp it, you won’t ever think about B2B marketing in the same way again.

Bari Abdul, Executive Advisor/Fractional CMO for Tech SaaS, formerly CMO at Randori, Optiv, Deep Sentinel, Intelius

The B2B funnel
has become a death spiral.

With oversaturated markets, soaring acquisition costs, and inexplicably diminishing returns, the numbers are stacked against today’s B2B marketers. In fact…

“80% of marketers see predictable pipeline generation as their top B2B marketing challenge to overcome in 2023.” –Bamboobox

That’s because every brand is competing over just 5% of buyers who are in-market—unaware of a massive, untapped opportunity.

Here’s Matthew delivering the bad news.

95% of the market are Buystanders.

Contrary to conventional wisdom, gaining insight into these inactive buyers will give your brand an unfair edge in a large market where your competitors aren’t even competing yet.

And that’s where our book comes in.

7 signs you have a Buystander problem.

Let’s see if it’s time for you to explore uncharted territories.

Getting diminishing returns from ever-increasing budgets
CPLs and CPCs have been steadily increasing
LTV-to-CAC ratio is slipping
Relying on gated content to capture leads
MQLs aren’t converting to revenue
Difficulty in scaling demand
Your competitors have a massive lead

95% of the market is inactive—unaware of or resistant to change.

Creating demand where none exists?

It’s not magic—it’s our method.

Find your Buystanders, disrupt their status quo, and create urgency for change with our field-tested methodology.

Part I

The Buystander Problem

Chapter 1
Do You Have a Buystander Problem?

Chapter 2
Getting to the Heart of the Buystander Problem

Part II

Building Your Buystander Personas

Chapter 3
The 5 Pillars of Buystander Insight

Chapter 4
Developing Your First Buystander Persona

Part III

Bye-bye, Buystanders: Using Personas to Create Demand

Chapter 5
The Why Change Now Story

Chapter 6
Applying Buystander Insights to Your Demand Creation Campaigns

Chapter 7
Measuring the Success of Your Demand Creation Program

Chapter 8
Epilogue

Part I

The Buystander Problem

Chapter 1
Do You Have a Buystander Problem?

Chapter 2
Getting to the Heart of the Buystander Problem

Part II

Building Your Buystander Personas

Chapter 3
The 5 Pillars of Buystander Insight

Chapter 4
Developing Your First Buystander Persona

Part III

Bye-bye, Buystanders: Using Personas to Create Demand

Chapter 5
The Why Change Now Story

Chapter 6
Applying Buystander Insights to Your Demand Creation Campaigns

Chapter 7
Measuring the Success of Your Demand Creation Program

Chapter 8
Epilogue

Here’s a special preview.

About the author.

Matthew Lewsadder is a strategic advisor, author, and speaker who helps B2B technology companies create brands that people love—and products they can’t live without.

For the better part of two decades, he has partnered with B2B executive teams across industries and geographies to uncover breakthrough insights and translate them into strategies that drive brand differentiation, unleash hidden demand, and fuel revenue growth.

Matthew is the founder and Managing Director of Brighttail, a full-service agency that helps B2B firms turn demand marketing into their unfair advantage.

Matthew Lewsadder, author of Buystander Personas.

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