I recently had the pleasure of meeting Shannon Prager, president of Leadit Marketing. We had an excellent conversation about the need for buyer personas, and the role they play as a foundational component of a B2B marketing strategy. Shannon’s firm helps companies ranging from emerging startups to Fortune 1000 enterprises facing various marketing challenges in demand generation, content, messaging, strategy and more.
In many cases, the need for buyer personas manifests itself in the form of common marketing challenges. These roadblocks can be alleviated by focusing efforts on better buyer understanding.
Do any of these sound familiar?
- There’s a lack of consensus around who to target and what messages will resonate with them.
- You’re seeing subsequently poor results from marketing campaigns, and an overabundance of underperforming content.
- Your marketing campaigns follow more of a “spray and pray“ approach with little or no alignment to the buyer and their purchasing lifecycle.
- Your “Mix and match” messaging tries to do too much — and ends up confusing or overwhelming your buyers.
- Your content spends too much time talking about the solution, instead of connecting with the buyer, their pains, and the benefits they desire.
For demand generation marketers as well as content marketers, Shannon says, Buyer Personas are the foundation of your strategy. If you can’t answer these questions about your demand gen strategy of content marketing, consider buyer personas as a starting point:
- Who are you attempting to reach?
- What are their pains?
- Do you know the types of questions that are asking them self as they move through the buying lifecycle?
- Do you have effective messaging to reach them?
- Do you have different content identified for different stages of the buying lifecycle?
In B2B marketing, you may only have one shot to make a first impression on a prospect, so it is important to read, and diagnose their needs. What exactly are their pains, and how does your offering help them overcome these issues? Today people seem to only care about “What’s In It For Me”. It is your job to show them exactly how your offering eliminates their issues in a way nothing else can. This is why creating buyer personas is so important.
Request access to the Cintell beta and move your personas from static PDFs to our new, cloud-based tool.
- To learn more about what content is needed for various buyers, read The Rise Of User Marketing: AKA, Quit Sending Users Stuff You Wrote For Their Boss
- Do you understand the full buying committee? Read the Intelligent Guide to Buyer Personas by Ardath Albee to learn more.