Buyer personas have officially moved from a “nice to have” buzzword to an essential part of any marketing strategy. In a 2013 case study, MarketingSherpa found when companies incorporated buyer personas into their content strategies, their B2B leads increased by 124 percent. You probably want a piece of that lead generation pie, don’t you? Mm. Pie.
If you’re still new to the world of developing buyer personas, here are 7 key things you need to understand about your B2B buyers this year:
Where is your buyer in his or her journey when they typically need to raise their hand? Where do they get stuck?
What keeps your buyer up at night? What are his or her pain points?
What motivates your buyer to make decisions?
How can you add clarity or simplify the buying process for them? Can you do that effectively with content or do you have a product problem?
What role does your buyer play in the purchase process?
What do you know about the company your buyer works for? How big is it? Where is it?
What kind of budget is your buyer working with?
Before you can start transforming your lead generation initiatives using buyer personas, you have to understand what drives your existing and potential customers. After you do that, you can write a description about your buyer that will guide your content marketing initiatives going forward.
Want to see an example? Check out slide 41 of the presentation below, “Building a Brand Newsroom: How the Rules of Content Marketing Are Changing for Technology Companies,” by our own Steve Smith.
Get started researching and surveying your buyers today. Need some help? That’s what we’re here for.
Contact The Starr Conspiracy Intelligence Unit to learn more about the research we do to help companies really know their buyers.
If it’s results you want, don’t miss the latest TSCIU e-book, “Three Trends HR Marketers Can’t Ignore in 2014.” Download now.