Understanding The Buyer Persona: A Path to Branding Your Business
One of the most common marketing challenges for businesses that sell to businesses is managing the wide range of different customer types. Segmenting and clarifying your key customer types is critical to creating resonant messaging, clear value propositions, and developing a marketing strategy that truly helps with how to find buyers and drives sales.
Developing buyer personas can help you overcome this problem and create agreement across leadership, marketing, sales and even operations about how best to go to market and create messages that sell.
Buyer personas are representations of your ideal decision-makers and the influencers that surround them. When you develop customer profiles for your business, you understand each customer type better, making it easier to deliver targeted and relevant messages. Buyer persona profiles include both demographic and psychographic insights.
The strongest buyer persona profiles are based on market research as well as on insights you gather from your actual customer base (through surveys, interviews, etc.). But most of the companies we serve don’t have time or budget for this type of research, so our favorite place to start is by harvesting the experience and knowledge of your top salespeople through a Buyer Persona Workshop.
This helps you to craft messaging at each stage of the sales cycle that aligns with the questions the buyers are researching and asking themselves. You can anticipate objections, questions, and even add delight and education in a proactive way.
At the end of the day, this persona-based marketing is about being as human as possible, to build tools that serve your marketing, and forge trust because you anticipated what they would need in order to make a decision.
No matter what you sell across the board, people want similar things and are afraid of similar things. These “similar things” are the emotional triggers that propel buying decisions.
Going through the Buyer Persona process will help you to avoid the lackluster branding so common in the B2B world, because you will be using insights that you know will trigger interest and action.
Let us know if you’re interested in learning more about this. Blender can help set you up for success by determining how buyer personas can effectively position your business in the market.
Download our Buyer Persona Worksheet here and start down the path to branding your business:
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