Lead Generation Strategy: Defining Clear Customer Profiles and Buyer Personas

Pixabay

Introduction

What is a Buyer Persona?

To Ensure High Quality Lead Generation

To Customize Your Content Marketing Campaigns

  • 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

However, marketers with clear alignment to SLAs are likely to nurture high quality leads.

Figure: sales and marketing alignment improves chances of generating quality leads

Teams can improve more alignment through practices that support creation of accurate personas such as:

  • Better communication by holding frequent meetings
  • Pursuing shared goals
  • Closed-loop reporting that enables transparent data sharing with other departments and makes lead generation less top-of-the-funnel and more middle-of-the-funnel.
  • A lead scoring system to help classify persona behavior, goals and demographics.

7 Components of a B2B Buyer Persona Description

1. Current Job Title and Decision-Making Powers

Professional social media platforms such as LinkedIn are a great place to learn about people’s roles in their company, as well as their skill level and the department they belong to.

2. The Persona’s Goals

3. Their Typical Day

What time do they wake up? What’s their schedule like? What interests them? Do they browse the news or keep up with their professional organizations? What social media platforms do they frequent? What type of news interests them? Are they members of any professional organization? What content most interests them?

4. Attributes of Their Organization

  • Company size
  • Location
  • Company or departmental goals
  • Challenges in the industry

5. The Persona’s Pain Points

  • What triggered their search for a solution and what were their frustration levels?
  • Will your product solve their pain? That is:
  • Will the customer increase efficiency or experience better quality of work?
  • Will the product make their lives easier?
  • Can you quantify these experiences?

6. Barriers to Doing Business

  • Customer’s budget, vis-à-vis your product’s pricing
  • Bureaucracies in the Organizational structure.
  • Management buy-in

7. Purchase Decision Criteria

How to Develop Accurate Marketing Personas

  • Use accurate data. The more you find out about your persona’s details, the more you will find information that will shorten the sales cycle.
  • Make persona development ongoing. Keep updating your personas as their behaviors change.
  • Don’t deviate from your persona. When creating marketing campaigns or developing products, your primary concern should be: “Does this speak to my persona?”
  • Avoid confirmation bias. Don’t make yourself a point of reference when creating a persona. Even if you may use the said product, create with your customer in mind.
  • Don’t re-use your personas. It’s always best to create from scratch, especially when the scope of a campaign is very granular.

Market research is a key factor in building accurate buyer personas. Social media is a great place to find out the answers to the questions above. You can also talk to:

Your Sales Team

Being at the forefront of the sales process, sales understand the people who buy from your company. They know their pain points, what motivates or excites them and what informs their purchase decision. Sales teams are also in touch with influencers.

Customers

People who have bought from you can give you first-hand information such as: the challenges that led to the purchase, what made them buy from you and not your competition, and how the purchase has changed their lives. You can collect this information through a survey.

Prospects

These are people who haven’t bought from you, but are considering it. Find out their demographics, how they heard about you, their current needs and what led them to seek out your brand. The best way to reach prospects is through your marketing automation tools (via lead gen forms) or through a CRM system.

We recommend bringing in a consulting firm to conduct this kind of research for you. This will remove any element of bias and give you clean data. It will also free your time to focus on your marketing campaigns.

Bottom Line

  • The value the buyer persona adds to the b2b lead generation process, and,
  • How to reference personas when creating inbound marketing campaigns.

For this to happen, you have to believe in the personas you create. It all begins with thorough research.

Originally published at https://www.unboundb2b.com on May 21, 2019.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store