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06 September 2021
How B2B marketers can gain full value from buyer personas
Marketing to B2B audiencesPath to purchase models
“Gaining full value from your buyer personas, assuming they are well developed and actionable to begin with, requires a well-organized approach to create and execute on persona-based content strategy and campaigns”, says Julie Schwartz, Senior Vice President Research and Thought Leadership, ITSMA.
What is a buyer persona?
A buyer persona is an example of a customer who represents a group of buyers. Buyer personas are defined by buyer behaviors such as solution triggers, success factors, evaluation process, and decision criteria. They are a resource that enables B2B companies to create messages and other content that resonate with the intended audience and prompt action.
Buyer profiles, based on demographics, roles, and pain points, are just a starting point for buyer personas that provide insight into real buying behavior. The most useful personas provide deep insight into when, how, and why people buy a particular solution.
Beyond buyer personas themselves, organizations need to invest in value proposition and content development, training, tools, and process change.
Putting personas to work in the field requires a serious investment in up-front strategy and development; focus first on mapping the buyer’s journey and defining content strategy.
Effective campaigns demand outside-in messaging and content; get key marketing stakeholders involved in defining and refining value propositions to guide follow-on content.
“Many marketers struggle to operationalize their buyer personas because their personas are, in actuality, role-based profiles that are heavy on demographics and pain points, but light on insight into actual buying behavior. Buyer profiles are just the starting point for buyer personas; effective personas take profiles to the next level with more useful purchase decision-specific insights”.