A buyer persona is an extensive description of an individual from the target group based on research that has been done on a broad customer view. The basis for a buyer persona are the insights into buying behaviour, needs, wishes, goals and behaviors that are typical for people from the target group.
The aim of the buyer persona in B2B is to generate the right content based on the insights obtained and to offer it at the right time in the Customer Journey, in the right place.
Application Buyer Persona in B2B
Buyer Personas are used to visualize the Customer Journey and based on that specific content can be produced. These insights also provide tools for the choice of marketing resources and marketing channels.
Buyer Personas are often used for Inbound Marketing trajectories and serve as a basis for Content Marketing. However, thinking from personas is not new and has been around for as long as marketing has been around.
by oa Tony Zambito, founder of the buyer persona as we know it today, working with archetypes has become commonplace among marketers. The definition of a buyer persona according to Tony Zambito is:
Buyer personas are research-based archetypal (modeled) representations of who buyers are, whatthey are trying to accomplish, what goals drive their behavior, how they think, how they buy, and why they make buying decisions. (Today, I now include where they buy as well as when buyers decide to buy.)
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Buyer personas can also be used to provide insight into the entire organization and who exactly are the customers for whom products/services are made and delivered. So there are more applications than just the right communication and resource deployment.
Example of a Buyer Persona
The Buyer Persona provides relevant insights about the target group in detail and usually consists of:
- Type of organisation/company data/department/position dmu
- Demographic description such as place of residence, income level, family composition
- Character traits, personality, social activity
- Main motivations and goals
- Media consumption, channel preferences and timing.
A number of questions that can be answered, for example, to draw up a buyer persona:
- How is the buyer persona characterized in terms of gender, age, place of residence, position in the company and income level?
- What does the buyer encounter on a daily basis in his/her work
What pain points does the buyer know and how can our organization contribute to a solution?
- What role does the person in the organization's DMU play in purchasing decisions
- What motivations underlie certain decisions and behaviors of the persona?
How do you create a buyer persona??
You create buyer personas by:
- conducting interviews,
- sifting through customer surveys,
- questioning the employees (sales, support),
- analyzing external data such as a deep dive in google analytics and other website analysis tools. Via external tools you can form a fairly comprehensive picture of the target group and put together a fairly complete buyer persona.
You then pour a buyer persona into a document. This can be a Word document, Power Point or any other type of document. That depends entirely on how you want to capture, share and of course apply the buyer persona in marketing. There are also online tools to help you put together a buyer persona.
For a deep dive into building buyer personas, read this article: Drafting buyer personas; a practical introduction.
The advantage of working with Buyer Personas
- By deploying Buyer Personas, it is easier to work with colleagues and external collaboration partners on the ideal customer experience for different target groups.
- By pouring the obtained insights into Buyer Personas and based on this when setting up campaigns and product development, it is possible to work more efficiently with the highest possible effect.
- Working with buyer personas therefore also has an internal function to make all layers within the company aware of who ultimately purchases and uses products/services. They are therefore not only relevant for communication but also for departments such as product development and customer service.
The Downside of Buyer Personas
Working with buyer personas (or customer profiles) also has drawbacks.
- Drawing up a Buyer Persona takes a lot of time and other resources. It is important to approach it carefully and thoroughly because the Buyer Persona is central to the organization from the moment of launch.
- There is a danger in this; If assumptions are made that are incorrect due to lack of resources, then wrong decisions can be made based on a buyer persona.
Because if the archetype is incorrect or the underlying data is not sufficient, a strategy is based on incorrect information. This can have a negative effect on the ultimate return on campaigns and other activities.
Also read these articles about working with Buyer Personas:
- How do you entice customers with Buyer Personas?
- The Power of Buyer Personas in Online Branding
- B2B Marketing Forum; entirely devoted to customer mapping, buyer personas and culture shifts