The power of a strong B2B buyer persona is undeniable. In the past, creating them brought a competitive advantage for companies that used them. Today, it’s more than just a benefit; it’s a necessity. However, if your personas are so generic that you can’t effectively reach your target audiences, you might want to think about basing those personas on a firmer foundation of truth.
Tag Archive for: B2B Buyer Persona Research
As a B2B marketer, it’s crucial you know your intended buyers. You must know what kind of content to create to attract them to your business, move them through the funnel, and bring them into contact with your sales team. Read more
Imagine your company is about to launch a new product. As a B2B marketer, it’s your job to lead the charge on developing buyer personas. You need to gain insights into the people who will be buying your company’s new product.
To begin your research, you scroll through Google and see dozens of guides with instructions on creating your own buyer personas. There are templates you can fill out. They have checklists you can follow. There are sample interview questions for you to ask your current customers.
Initially, this may seem promising. However, given the importance of getting this research right—and the level of risks that are involved—DIY buyer persona research can be added to a growing list of things that are better left for the professionals.
Other projects like updating your kitchen, changing out your snow tires, or cutting your own hair may all seem like things you could potentially handle on your own. However, unexpected setbacks are bound to pop up along the way. These setbacks threaten to leave you with results that range from lackluster (at best) to catastrophic (at worst).
Similarly, marketers who attempt to take on a buyer persona research project on their own can expect to face setbacks that result in a reduced quality of output. These issues can lead to generic, run-of-the-mill, and sometimes even inaccurate information for companies.
Buyer personas are the multi-vitamin of market research efforts. Without them, companies grow weak sales and marketing efforts. With buyer personas in hand, companies can confidently take on new markets, new buyer types, and new opportunities with ease.
Yet this truth is sometimes ignored by marketers who are taking over a new position. Whether it’s a newly promoted marketer or a marketer at a new company, we’ve traditionally seen these people focusing on brand studies first vs. buyer persona efforts.
We think this is a mistake. While brand research is important, of course, it can sometimes be nothing more than a sugary snack that supports rebranding efforts, especially when compared to the multi-vitamin of buyer personas.
Is choosing a new website palette, a new logo, a new company name, or the design for a new website fun? Yes. However, we suggest marketers not take this step until they understand a fundamental question first: Am I saying the right things to the right people? That is a question that buyer personas are well suited to address.
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