Answers to 5 questions about B2B Buyer Personas


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For a business to succeed, it must understand its customers: their wants, their needs, their pain points, their interests, etc.

One way to understand your customers is to create fictional representations of them. These representations are called buyer personas.

Buyer personas are an integral part not only of a marketing strategy, but also of a branding strategy. In this article, we’ll explain why buyer personas are important and how business leaders can better understand their customers.

1. What are buyer personas?

Buyer personas are about understanding what your buyers want and who they are. What do they like? What don’t they like? Where do they like to shop? What are they doing for fun?

Buyer personas allow you to tap into stories, posts, and various channels that your audience might be interested in, to engage them with your brand.

Personas help you understand the types of people who might be interested in your product or service. They are useful for communicating with a certain group of people using targeted messaging and marketing.

2. Why are buyer personas important for brands?

Understanding buyers, not only their behavior or what interests them, but also what they value the most, helps you grow your business. It helps you design campaigns and craft the right message or product mix.

When you start to understand who your buyers are, you better understand how to develop your strategy. It helps answer questions such as “What new products should we launch? » and “How do I allocate my budget to respond to buyers in the right way?”

Beyond strategic planning, personas also inform the activities, calls to action, information architecture, and nomenclature you use for your platforms, such as websites and apps. They can also help you target your marketing initiatives, marketing messages and channels.

Part of a persona is a description of your customers’ values ​​and preferences, not only for messaging and product or service usage, but also for the channels through which those customers consume media.

A younger character may be more digitally savvy, and an older character may be more traditional. It affects your communication strategies: what you say, how you behave, and how you provide information to them.

Personas also make everything more effective in the long run. You’ll find customers faster, they’ll pay more for your offer, and they’ll be more loyal to you because you’re not wasting resources trying to attract the wrong kind of customers.

3. Who needs personas and why?

Whether you are a B2B or B2C business, you need to understand your customers.

Your buyer is probably different from your competitor’s buyer. And there’s a reason for that: your organization’s DNA is different from your competitor’s, and their offering is likely different from what you’re offering.

If you want to grow organically or attract customers who already subscribe to a particular mindset, you can go out and replicate that experience. You can refine this experience for them and for others.

If you start developing the experience, structure and content of a brand or business and you don’t have personas, you don’t really see the brand through the eyes of the real end user. . So when you’re developing a character, what you’re really trying to do is develop empathy for your audience. Personas help ensure that you are truly looking through the eyes of customers.

4. How do personas improve branding and marketing?

Customer personalities and data help align operations within the organization; they also assist senior management in strategic planning processes. Executives often approach strategic planning from an internal perspective rather than a customer perspective. But when you have well-defined customer personas, you know exactly what drives value for your audience.

Personas are a way to ensure that you stay in tune with the needs of that user or customer. If you’ve built personas the right way, they should be based on interviews with the target audience. They should never be based on any assumption.

In some cases, especially for B2B companies, it can be more difficult to develop full-fledged personas. Exploring research or information from surveys can help inform the development of your personalities.

Personas should be the end result of a lot of research and discovery. Once you have established personas, they are not unique. Just like people in the real world, they change; therefore, your personas should be flexible.

For any type of strategy or tactic you develop, you should go back to your personalities and ask yourself, “What are they looking for? What are they trying to accomplish? How does this relate to these higher level challenges? How can we help them achieve their desired end result?”

5. Where to start to develop buyer personas?

Your research, including how you conduct it, is essential, as it will be the foundation from which you will build your personalities.

A company may want to look outward to get as much data as possible about their audience. If you’re bringing a new product to market, or if you already have a product and want to adjust it, you need to take that market data and use it to answer questions like:

  • Who do you really want to sell to?
  • Who should you sell to for the best margin?
  • What will delight customers the most without you having to change your operations too much?
  • What do you think is the value of this product?
  • For whom do you think it has value?

If you are not working with an agency that has a UX practice, you should consider integrating user experience and UX methodologies into your business. If you’re basing your customer’s experience on what the company’s CEO or VP of Operations thinks, it’s probably going to be completely wrong.

A lot of things have to be considered when developing a character. If you create a persona that doesn’t fit and build all these services around that or update a product based on those assumptions, you could be wasting a lot of time and money.

Ready to find your audience?

Hopefully, we’ve explained why buyer personas are important for businesses. If you want to learn more about how to build brand followers, identify important customer metrics, map your value stream, or find multiplier customers, check out these resources:

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