From digital market leaders, Hubspot comes this definition:
“A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. When creating your buyer persona(s), consider including customer demographics, behavior patterns, motivations, and goals. The more detailed you are, the better. . .The strongest buyer personas are based on market research, as well as on insights you gather from your actual customer base (through surveys, interviews, etc.) Depending on your business, you could have as few as one or two personas, or as many as 10 or 20.”
Buyer personas answer such unknowns as:
- What causes certain buyers to invest in solutions like yours, and what’s different about those satisfied with the status quo?
- What operational or personal results does your buyer expect to achieve by purchasing this solution?
- Which aspects of competing products, services, solutions or company are critical to your buyer?
If we decide to work together, we’ll show you how to create and use buyers personas with techniques, tools, and templates. It’s an in-demand strategy because “85 percent of B2B organizations aren’t using buyer personas effectively,” claims the Information Technology Services Marketing Association (ITSMA).Next: Challenge of Multiple Decision Makers