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There’s little we do in the world of B2B marketing that doesn’t involve thorough planning. We like to make sure that we’re setting ourselves up for success. And who wouldn’t? 

The whole spray and pray method is one of the past. Today, we have things like automation, data, and buyer personas to fall back on. 

People want personalization — in fact, in a recent survey, 97% of professionals said it was important to them that vendor websites have relevant content that spoke directly to their company. And in order to achieve that, you need buyer personas. 

What Are Buyer Personas? And How Can They Help Marketers?

By now, you probably know what a buyer persona is. But just in case you’ve been living under a rock, we’re talking about profiles of your ideal buyer that is a culmination of quantitative research, anecdotal observation, and existing customer data. 

Basically, personas ensure that everything you do in terms of lead generation and customer acquisition, is tailored to your targeted buyers’ needs. Think about your company’s current messaging. Is it centered around what you do, or is it focused on how what you do can actually address customer needs?

This is where personas come in. 

Marketers can use buyer personas to build content strategies that speak directly to their targeted audience, and therefore build trust and reliability with customers. Additionally, buyer personas help marketers:

  • Focus keyword searches
  • Improve SEO strategies 
  • Refine copywriting 
  • Aid in the prioritization of promotional campaigns and activities 

How To Create Buyer Personas

Now that we’ve established why you need buyer personas as a marketer, let’s get into the how

1. Analyze Prospect And Customer Data

When it comes to ICPs, you need more than just firmographic data. A mix between firmographic and technographic data is ideal, as well as any intent data you can collect. This way, you have a well-rounded understanding of who your actual prospects and customers are. It’s incredibly useful to then identify patterns within your segmented customers. For example, what do you top performing customers all have in common?

2. Understand Your Target Market

In order to flesh out your ICP, you have to first understand your target market. It seems simple, but if skipped, can result in inaccurate portrayals of your customers. Target marketing allows you to focus your resources and messaging on a specific market that is more likely to buy from you than other markets. 

Understanding your target market as a whole allows you to narrow down your individual ideal buyers. 

3. Align Sales And Marketing

Working collaboratively with sales is imperative to marketing success. Why? Think about it: sales teams are ultimately responsible for transitioning prospects into customers, so their insight and commentary is invaluable. 

4. Talk To Current Customers

Every person will respond differently to messaging and language. It can be really helpful to inquire about what current customers prefer. For example, do they like casual conversation as opposed to more professional sounding language? Once you know what the majority does and doesn’t like, you can try playing around with different approaches to see what resonates most with them. 

How To Use Buyer Personas To Improve Your Marketing Strategy

1. Segmenting Your Email Lists

Email campaigns are a huge part of a marketing strategy, and buyer personas can help you create customized email campaigns that are better at converting subscribers into customers. 

With email segmentation, you can organize your email lists by persona and send offers that are targeted to each group’s respective preferences. 

And the more targeted you can make each email, the more likely it is that your audience will engage with it. In fact, a personalized email message can increase click through rates and increase open rates by 26%

2. Identify Influencers

Influencer marketing is emerging as a highly popular aspect of modern marketing strategies. The perks of it are that you can leverage the voice of someone who already has the ear of your best buyers. 

To start, identify influencers who speak directly to your buyer personas, then reach out to see if you can form a partnership in order to leverage products or share content. 

Additionally, influencers could be customer advocates! In a survey conducted by TrustRadius, 84% of participants said they would be willing to do more than they already have in terms of advocacy, and an additionally 27% said they would be willing to provide a testimonial for the vendor. 

3. Time Your Marketing Campaigns

Each of your personas operate a little differently. Some check their emails first thing in the morning, while others choose to check them at the end of their day. Using things like Google Analytics to identify peak engagement rates, you can judge what time your campaigns will reach the most buyers. 

Ultimately, buyer personas make your marketing campaigns more effective when you know when and how to deploy them. 

4. Selecting The Right Channels

Certain personas will be more active on specific channels. Marketers can analyze their personas and determine where their target audience is spending the most time — aka, where will they most likely see the content you distribute? 

Once you’ve figured out which channels your buyer personas frequent, you can distribute personalized messages on those preferred channels. 

Furthermore, buyer personas allow you to align messaging and communication on all channels, promoting brand unity and increasing awareness. 

5. Personalize, Personalize, Personalize

I know, I know, you’ve heard the word “personalization” enough for one lifetime. Yet there are really unique ways in which you can personalize your marketing and marketing automation efforts using buyer personas. 

Obviously, the more personalized your message, the more likely it is to resonate with the right people. And when you personalize your marketing automation efforts, you can begin to drive different personas into different marketing funnels. Consider your sales scripts — you can create a set of sales scripts that are tailored to the specific pain points of each of your personas. 

Other ways to utilize buyer personas for marketing personalization are:

  • Referencing different kinds of content already written for each persona
  • Create personalized responsive website content
  • Personalize alternate nurture drip campaigns

Set Yourself Up For Marketing Success 

You put so much time and energy into marketing campaigns, only for your content to fall on deaf ears. By developing buyer personas, you can ensure that your marketing efforts don’t go to waste. While it does require some more work upfront, it is well worth it to make sure your efforts are having the best possible effect on current and potential customers.

Learn about go-to-market strategy

About the author

Reyna LaRiccia

Reyna LaRiccia is a Content Marketing Specialist at ZoomInfo, the leading B2B contact database and sales intelligence solution.

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B2B marketing, growth, sales and more.


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