B2B Buyer Persona Research
Orient your whole company to the needs of your target customers.
Gain a strategic launchpad.
You have to know your customer to be able to sell to them. Or market to them. Or build products they will like. Formulaic templates with vague demographic info won’t cut it. Luckily, we can get you so much more.
Learn how they buy.
We develop custom B2B buyer personas that factor in customers’ unique industry niche, “jobs to be done,” and professional networks. This research brings strategic advantage to your marketing, sales, and product development efforts.
The Right People
- Your current customers.
- Target customers.
- Competitors’ customers.
- Market influencers.
The Right Questions
- Is there a new buyer persona that needs to be considered?
- What tasks does the solution need to accomplish for each buyer persona?
- How do the buyer personas interact when completing “jobs to be done”?
- What are each buyer persona’s top technical priorities for the year? Top business priorities?
- How do buyers and influencers describe their business or technical problems? What specific words and phrases do they search for when seeking solutions?
- How do buyers educate themselves on offerings that might meet business or technical needs?
- What virtual and in-person communities do buyers typically engage with?
- Which blogs, social media accounts, and publications do the buyer personas read?
- What types of content marketing does each buyer persona subscribe to?
- Who determines which vendors make the shortlist? Which titles and roles are involved in narrowing the list down?
- Which vendors are considered leaders by buyers and influencers? Who do they think are laggards?
- How many buyer personas need to be addressed through marketing and sales outreach?
- Do the buyer personas prefer specific types of content marketing?
- What sales approaches resonate best with each buyer persona?
WHAT IT’S LIKE TO WORK WITH US
After watching our own efforts at market analysis drag along with all of our internal biases attached to them, we decided we had to enlist the help of experts. Cascade Insights stood out to us in our review of firms for their knowledge of technology, experience in B2B, and willingness to personalize the work to what we needed. And our experience during the project lived up to the expectations.
The Cascade team delivered very thorough and targeted market interviews and provided the external analysis of the information that our organization and executives needed to see. We have since completed more market analysis initiatives with Cascade and will continue to do so into the future.
– Decision Lens
Cascade Insights was hired to develop voice of customer information related to a new market segment for us. The team did a great job of distilling our information request into blocks so that we could understand different aspects of the response. But the execution and results of the project were outstanding. It has informed our messaging and has provided us with a framework to deliver our story in a way that the customers will be more aligned with.
The process has opened our eyes to a whole new way of capturing market information. I anticipate using them again.
– Nexans
Get in Touch!
B2B Revealed Podcast
B2B is a complex and challenging field, but most of all, it is fascinating. Join Sean Campbell, CEO of Cascade Insights, as he shares over 20 years of experience in the B2B market.