Buyer personas, or customer avatars, are a critical component of your B2B marketing toolkit.
“Too often, Buyer Profiles are nothing more than an attractive way to display obvious or demographic data. Defining markets based on demographics—data such as a person’s age, income, marital status, and education—is the legacy of 60 years of selling to the mass market.”
Adele Revella, Author of Buyer Personas.
This blog outlines vital elements you need to consider while creating and researching B2B buyer personas for your services and products.
It covers the following:
- What is a B2B Buyer Persona?
- Why do you need a buyer persona?
- How do you create a B2B Buyer Persona?
- Ideal B2B Buyer Avatar Examples & Templates
- 4 ways to use B2B buyer persona data
- How to improve your B2B buyer persona data
What is a B2B Buyer Persona?
“It’s a compass that directs your marketing strategy and shapes your content strategy”.
Your buyer avatar is a fictional figure who helps you understand who you’re talking to and whom you are conducting business with.
You need to create personas, or avatars, before you begin any promotions.
- B2B buyer persona examples are often created for the principal buyer or decision-maker.
- When creating your customer persona, consider how, why, and when your target audience will buy.
- You should ideally include demographics, behavioral habits, motivation, and goals.
Knowing your audience well allows you to create personalized, targeted content.
Marketers who employ B2B buyer personas and align content with the buyer’s journey see 73 percent more conversions.
Why do you need a buyer persona?
“Marketers must understand how markets full of buyers navigate the buying decision they want to influence so that they can become a useful, trusted resource throughout the decision.
Marketers need to become good listeners if they want to be effective communicators”
Adele Revella, Author of Buyer Personas.
Advertisements, Landing Pages and sales communications are expensive to create.
But are they effective? How do you make them more effective?
The answers lie here:
- Are you addressing the right audience
- Is your messaging effective
- Do you continuously test your creative to improve it
- Is your product or service positioning right
You can get this wrong and waste precious resources. Or get it right and save money and time.
This is where B2B Buyer personas, or customer avatars help.
Since buyer personas help you understand your customers better, your messaging, content, products, and services can be tailored to their requirements, behaviors, pains, problems, anxieties, fears and frustrations.
Buyer personas are essential to marketing strategies and the inbound marketing processes.
You will lose the trust and attention of your audience if you do not engage them in a relevant manner.
Buyer personas let you target the right people with the appropriate message, at the right time and show you how to help potential consumers.
Having clear buyer personas helps with audience segmentation and support focused messaging.
The more precise and targeted your marketing and content, the easier it is to engage with your target demographic.
How do you create a B2B Buyer Persona?
To create an ideal customer persona, you must first interview customers. This helps you determine the audience that’s interested in what you are offering.
The more details you know about this audience, the more variables you can examine and develop solutions for.
Start with answering B2B buyer persona questions like:
- What is their work title?
- What is their business plan/agenda?
- Their qualifications?
- Where do they live?
- What are their day-to-day issues?
- What is their work title?
There are many frameworks for asking questions
- Amy Wright’s 43 B2B buyer persona questions or Hubspot’s 100 Questions, will give you an idea of what you should know about your personas. It is not essential to answer all of these, but the more you do the better.
- Empathy Map by Dave Grey is another great framework that focuses on critical answers that are actionable for personas.
- Check out Adele Revella’s famous Five Rings of Insights for B2B buying.
If your buyer personas closely match your actual clients, or audience, you’re on the right track.
Consider who may contribute value in this process – keep in mind that your sales division is constantly directing their efforts to communicate with potential customers. Read more about this here.
Ideal B2B Buyer Avatar Examples & Templates
A B2B buyer persona will show you how to discover, attract, and persuade your target audience.
Your digital marketing approach should be built on a solid B2B identity.
This means that you should know the answers to the following B2B buyer persona questions…
- Should you target Instagram, LinkedIn, Google search, or specialized communities with display ads?
- Does your persona read white papers and blogs? Or do they prefer to spend hours on YouTube?
- What kind of incentives motivate your persona to buy?
- Is your avatar concerned with saving money?
- Which of your features appeals to your persona?
You should have a strong sense of your persona’s preferences and biases and what they’re going to do.
Your B2B personas must be detailed and unique, as they form the basis of your entire digital marketing approach.
To create an ideal B2B buyer persona template, you must know:
- Which traits to emphasize and which to neglect
- How to research an avatar
- How to see your persona as real
There’s no one-size-fits-all template or method for creating a winning persona.
Every agency has their own strategy for creating a persona and their own favourite template. Use what works for you best.
For more examples of buyer personas for your business try the models on the Venngage blog.
4 ways to use Buyer Persona Data
- Sharpen your messages
- Develop content strategies
- Segment your buyers
- Craft your marketing strategy
Each of these is detailed below.
1. Sharpen your messages
Marketers create personas to communicate with potential customers. Persona development defines your value offer for each consumer type.
You can address your audience’s demands directly with the correct information in hand.
2. Develop content strategies
Personas help marketers uncover trending topics and reveal how your ideal audience explores and consumes content.
What’s more, personas also make it easier to track content development for each persona and the goals set for it.
You can also create the material that appeals to those audiences – this may be a live content series, blog posts, or social promotion.
Once this content is live, move on to the next set of personalities. This will help you produce the ideal content for all of your personas.
3. Segment your buyers
The concept behind persona profiles is to create a visual picture of your ideal consumer based on their shared behaviors, demographics, and psychographics.
- Find the element that makes each persona unique
- Use your personas to segment and address different types of buyers
- Design email and nurturing programs based on your personas – collect information from your incoming leads
- Make communications and content more successful with a segmentation strategy that matches your personas.
4. Craft your marketing strategy
Many marketers collect data on their target audience’s technological habits, trusted sources, and research habits to create personas.
These insights and demographics can complement your digital advertising efforts.
Use buyer persona data to influence your ad campaigns and marketing channels positively.
Having persona data is a way to say you know your ideal customer. It is an investment to understand your customers.
How to improve your B2B buyer persona data
Buyer personas should be updated when your business has changed significantly or when old personas are too unclear or impractical to be helpful.
A 6-month or 1-year check-in is normal. Open up your identities and make changes.
To improve your buyer persona data, you can do the following
- Match your buyer persona to your business needs
- Match your customer persona’s complexity to your sales cycle
- Develop negative buyer personas
How to do this is explained below.
1. Map your buyer persona to your business needs
Your persona should match your company’s needs. That is, if your company or sector has quirks that affect your sales cycle or consumers’ buyer journeys, factor them into your buyer persona(s).
For example, consulting businesses always have two distinct target audiences:
> prospective clients
> prospective consultants.
Consultants should therefore construct buyer personas for each group.
2. Match your customer persona’s complexity to your sales cycle
The rationale is simple. Buyer personas are designed to help marketers, salespeople, and customer support representatives target and serve specific customers.
Conor Wilcock advises you to consider why you are adding information to your profile and what function each element serves.
3. Develop negative buyer personas
Consider constructing negative buyer personas. They can help you avoid bad leads.
A negative customer persona is a target audience you want to avoid (like negative keywords in google ads).
Follow the same process as a conventional buyer persona, but instead focus on finding audiences you don’t want to approach.
Answering B2B Buyer persona questions help sales and marketing teams target specific audiences with the right messaging.
Your enterprise will clearly understand what prospects want by creating and sharing buyer personas.
Marketing to buyer personas increases ROI, drives leads, and creates opportunities.
Well researched buyer personas are valuable tools for messaging and interaction.
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