Now Available

Buystander Personas

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

Paperback $21.99 | Kindle $9.99

The word is in.

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.

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.
Meet your trusty companion.

Buystander Personas Resource Kit

We know how overwhelming demand creation can be. That’s why we’ve created a host of resources—templates, tools, and even a companion workbook—to see you through your journey.

Get Free Kit

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