Why buyer personas aren’t just for sales

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Why Buyer Personas Arenrsquot Just For Sales

Jan WillisjanwilliswowconsultingcoukTwitter wow_consulting

As marketers we need deep insights about each of our buyer segments so

we can position our solution as the best fit for

their needs

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WWWWOWCONSULTINGCOUK| 0208 257 3592

How Well Do You Know Your Customers

Do you know how when and why buyers make decisions

you want to influence

Do you use this insight to shape your value

proposition messaging content strategy and

website design

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56 of companies donrsquot have buyer personas

Of the 44 that do 85 arenrsquot using them

effectively

WHY

This is NOT a buyer persona

Buyer profiling is not the same as buyer

personification which seeks to understand

buyersrsquo goals and behaviours in human terms in order to help

them achieve their goalsWWWWOWCONSULTINGCOUK| 0208 257 3592

What Buyer Personas Tell Usbull Which type of buyer will respond to lead

gen campaignsbull What to include in messaging strategy and

marketing contentbull Where to prioritise marketing investmentsbull When sales people and campaigns can

engage qualified buyersbull How to focus creative and marketing efforts

to impact buyerrsquos choicesWWWWOWCONSULTINGCOUK| 0208 257 3592

A useful buyer persona tells you things you

donrsquot already know It canrsquot be built using

existing data or surveys

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5 Rings of Buyer Insight

bull Why some buyers make your solution category a strategy priority and others choose the status quo

bull What pain points buyers are looking to eliminate and improvements they expect to see and how

bull What criteria buyers use to evaluate solutions and make a purchasing decision and why

bull Why some buyers would not perceive your company or solution as their best option

bull Which buyers are involved in the decision and what resources they trust to guide their decision

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Your Buyersrsquo Authentic Voice

The difference between knowing exactly where to go when you walk into a store and wandering down a dozen aisles that donrsquot interest you before you find what you need

Persona Based Web Design

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Shows customers we understand them and allows us to deliver a better more personalised experience

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How To Do Itbull Allow visitors to self-identify and choose their

adventurebull Create a customised page for each persona with

targeted messaging language and content as well as links to other targeted content offers products

bull Create targeted landing pages and content offers that cater to their specific needs problems and interests with industry or persona specific examples

bull Use categories and tags to segment your resources blog content case studies and product pages

bull Tailor your calls to action to each persona

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In summaryBuyer personas provide deep insights that allow you to align your targeting segmentation messaging and sales enablement strategies and deliver a personalised experience that drives more engagement and wins your buyerrsquos trust and business

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ResourcesThe 5 Rings Of Buyer Engagement wwwbuyerpersonascom

Free Buyer Persona Templatehttpinboundwowconsultingcoukhow-to-create-buyer-personas-free-template

In-house workshopsjanwilliswowconsultingcouk0208 257 3592

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