Lead Generation Strategy: Defining Clear Customer Profiles and Buyer Personas

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Introduction

From a lead generation standpoint, a successful buyer’s journey should end in a purchase. But every customer is unique, hence every buyer’s journey is bound to be different. It can be daunting to approach a diverse audience without narrowing down the members who make up that audience. Not to mention, any content marketing you do without profiling your audience is bound to miss its intended mark. This is where creating customer profiles or buyer personas comes in. By profiling your customers and working with personas, you narrow down your audience into workable groups.

What is a Buyer Persona?

A buyer persona is a model of the customer you wish to target. Personas represent the needs, goals, behaviors and concerns of the audience you intend to reach. They are an indication of how your audience thinks, what drives them to buy and why they buy in the first place. Personas are important for the following reasons:

To Ensure High Quality Lead Generation

Creating a buyer persona tells you who is likely to buy your product. This is the first step to attracting high quality leads. With quality leads, you can increase conversion rates, shorten sales cycles and minimize marketing spend.

To Customize Your Content Marketing Campaigns

Conceptualizing your optimum buyer before creating content for them makes it easier to create content that:

• Addresses specific persona concerns/pain points
• Is relevant to each buyer stage. If creating multiple personas will help with lead generation, you should do so and then customize content for each one.

Once you have your content, position it on sites and platforms that your personas consult when buying.

To Create Alignment Between Sales and Marketing

Marketing plays a key role in the early stages of the lead generation process. When marketing and sales are aligned, better leads are generated and nurtured. But this is not always the case. In fact, a survey conducted by…