What are buyer persona profiles? How should you define the personas for your inbound marketing campaign? We list eight cheat sheet considerations for persona development.
Nearly every organisation knows if they're marketing to executives or middle managers. However, do you know your target customer's job title, motivations, or pain points? Buyer personas are profiles of your organisation's ideal customer, which will likely include demographics, firmographics (details about their organisation), and psychographic characteristics.
According to Adele Revella, these tools are a crucial factor for building confidence in your marketing strategies. When your organisation creates vibrant and realistic profiles, you'll be better able to target your marketing. Aligning your content strategy with your buyer personas will help your company attract more qualified leads, and allow your sales team to focus their energy on the right people.
Use the following questions as a guide to create your own B2B buyer persona profiles:
Do you tend to engage with marketing managers or directors? If you're unsure, spend a few minutes on LinkedIn, or check with your sales team. Other helpful factors for individual profiling can include:
Do your customers tend to spend time on LinkedIn or Twitter? Where do they get their news? What professional organisations are they a member of? Ask yourself the following:
How old are your customers? Are they typically married, or parents? Filling out firmographics is particularly important for B2B organisations, who may need to qualify leads according to an organisation's size or industry. Include the following:
Do your customers worry about helping their department meet sales goals? Are they struggling to stay competitive in a saturated industry? Identify the pain points of your buyer persona (and how your product can help) by considering:
What's the benefit of buying from your brand? Revella recommends you outline success factors for your product:
When your customers find your brand, do they have to go through complex approval processes, or do they make a snap decision to buy? What stands in their way? Barriers to purchase can include:
When it comes to finally making the purchase, what pushes your prospective customers into being ready to buy? Understand what's most attractive and unique about your product, and how it fits into your industry, which can include:
If you're struggling to answer any of the questions listed here or need additional insight, the answers can likely be found by searching social media, your analytics, or scheduling a long talk with your company's sales manager.
Alternatively, HubSpot's Magdalena Georgieva recommends making time to interview your company's most loyal customers for additional insights - making sure you're not basing personas on assumption.