B2B Marketing

Why Understanding Buyer Personas Makes or Breaks B2B Marketing

Joe Barron Marketing

Very few businesses have become successful being all things to all people, at least not straight away. Success comes when you identify a narrow target market, dominate it, then expand from there. To be successful at marketing in 2018, you need to craft content that engages your narrow target market on a personal level. You need to address their pain points and show how you solve their problems. To do this, it’s important you know your target customers on a deep level. When you know exactly who you’re targeting, you can tailor your B2B marketing to reach them.

The most effective way to do this is by using buyer personas. Let’s find out more.

What are buyer personas?

B2B MarketingBriefly, buyer personas are semi-fictional representations of your ideal customers.

When building your buyer persona, it’s essential to use as much detail as you possibly can. Here are some things you may consider when putting together a persona:

  • Gender
  • Age
  • Social status
  • Job title
  • Location
  • Size of their company

To dive deep into your buyer persona, think about questions like these:

  • What are the fears that keep them awake at night?
  • What problems do they face every day?
  • What would be the consequences if they could solve these problems?

You can find this info by analysing your existing customers. What are the commonalities? You should also interview people who fit into your persona’s criteria to find out how they think and what drives them.

Give your buyer persona a name. Find a picture of someone that looks how you think your persona should look. Bring it to life. Of course, you’ll probably want to create more than one persona for your business.

Now, let’s examine what you can do with your buyer personas.

Create laser-targeted lists

Once you have your buyer persona, you can use software such as Cognism Prospector to find them. Cognism has built a database of over 400 million profiles and 5.6 billion data points. Use filters to segment this database into profiles that exactly match your buyer persona.

Once you have built your lists of prospects that match your buyer persona, it’s time to market to them.

Use personas to create content

Your buyer personas are your guide to what you should be doing to solve your customers’ problems.

Creating B2B marketing content takes time and money. You need it to make the biggest impact possible. Your priority should be creating content that directly addresses your personas and their pain points.

Think of how your target persona likes to be talked to. If they’re likely to be older, keep the street slang and emojis to a minimum.

Let your personas guide where you place your content

If your targeting a buyer persona who is the CFO of a multinational company, creating content for Instagram probably isn’t the best use of your time. You should perhaps be reaching them via email. Automated email software such as Cognism Prospector can help you reach your target customers at a time when they are ready to buy.

Find out where your ideal customer spends their time online and how they like to be reached, then hit them hard.

Evolve your personas

B2B MarketingOne of the features about buyer personas is that they are never finished. They should be continually evolving.

Collect feedback from your prospects and customers. Analyse who is engaging with your B2B content and buying your product. Maybe they’re not the people you expected?

Changes in your market such as regulation or the entry of a competitor could cause your persona to change. Stay on top of your persona to ensure you stay ahead of the market.

Make or break

If you create detailed buyer personas and use them effectively in your marketing, you can reap the rewards. On the other hand, get it wrong, and you risk alienating your customer base.

Customers like to feel that the companies they buy from are talking to them personally. Consumer-facing companies such as Gap and M&S felt a backlash from their loyal customers when they tried to take their brands younger. Don’t make the same mistakes in your B2B marketing.

Cognism Prospector can help you build super-accurate, detailed buyer personas. We can also help you reach them when they’re ready to buy. To find out more about Cognism Prospector, visit us here or call us on +44 203 858 0822.