how to use b2b buyer personas to persuade decision makers

Case Study – How to use B2B Buyer Personas to Persuade Decision Makers

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Authored byRaeann Bilow

What would you do if your API wasn’t being adopted at the rate you wanted, but the problem wasn’t developer engagement and uptake? Instead, your issue was with gaining approval from the other members of the B2B buying committee – including C-Levels and VPs.

In this short video, we’ll show you how one of our clients tackles this challenge with buyer persona research. Research that helped our client understand key pain points, jobs-to-be-done, and more for all members of the buying committee, and use that information to make real changes to their marketing and sales efforts.

YouTube video

Video Transcript

What would you do if your API wasn’t being adopted at the rate you wanted? What would you do if the problem wasn’t developers? They actually were using your API quite frequently in applications they were developing, and in fact, they thought the capabilities of the API were quite strong.

The Business Problem

But the real issue, the reason why you weren’t seeing increased sales velocity, were the other members of the buying committee that you were running into and you didn’t know how to address them effectively.

This is precisely the problem one of our clients presented us with not that long ago. And instead of just muddling around in the fog and trying to make some educated guesses perhaps as to how they should change marketing and sales tactics, so they could target C-levels and IT pros more effectively with this solution, they decided to Act With Clarity™.

The Solution

And so once they made that decision, they came to us and they said, could you conduct buyer persona research for us? And during the course of that study, we engaged in a number of interviews with C levels and IT pros. And in those interviews, we dug deep into pain points, and jobs to be done, and the buyer’s journey overall, and how the buyers related to each other on that journey, and we even looked at the competitive landscape as viewed through the lens of these potential buyers.

And ultimately, our client was able to walk away with a set of recommendations that they could use to activate real changes in their marketing and sales efforts.

So if you are ever faced with a problem similar to this, feel free to give us a call or send us an email at or visit cascade and fill out the contact form and hopefully we’ll be able to help you Act With Clarity™ too.

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