Buyer Insights or Marketing Persona
Buyer Insights will tell you what recent buyers were thinking and doing as they spent money and time to solve problems that you address. Understanding what triggered a recent buyers search for a solution, what results they were looking to deliver, their perceived risks and barriers and the criteria that they used to choose a final solution will tell you a lot about how prospective buyers are likely to make their purchase decisions.
A marketing persona is a term that causes your salespeople to roll their eyes when they hear it. Why? Because they know that there is nothing captured in that persona that will actually help them influence their buyers purchase decision. A marketing persona is very good at predicting age, income, values, lifestyles and social interests of ideal prospects. If you sell exercise equipment, it may be helpful to know this information but It’s difficult to imagine how a marketing persona would persuade a CFO to improve their compliance practices. And do you really need a marketing persona to tell you that a CFO is risk averse?
“We did the customer persona exercise and frankly, I am not sure what the value is at the moment. If I were, to be honest, there was a lot of guessing going on in the room.”
Vice President, Solutions Marketing
Global Fintech Company
Buyer Insights
Uncover what it takes to capture your buyer’s attention, provide the incentive to change and the confidence to invest.
Win/Loss Analysis
Understand the criteria that got your solution or your competitor’s eliminated from consideration.
Benchmarking
Validate the importance and effectiveness of insights at influencing purchase decisions across your market.
We uncover actionable buyer insights that you and your staff have never heard before – or you pay us nothing!
Short and (not so) sweet blog
97% of B2B buyers prospects struggle with How to Buy NOT What to Buy
Before any B2B buyer makes a solution choice they have to make a decision to change/buy. The time it takes buyers to determine and manage their criteria for change and ready their organization to accept the disruption your software will surely bring, is the length of...
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Your leads suck. Why aren’t you generating more leads?
The lack of contact with self-educated buyers might be limiting the lead information that marketing is providing and could be causing your reps to reject potentially good leads, prematurely. Lots of data but no insight There is no denying that self-service has created...
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How will you get someone that visited your website and signed up for a webinar to buy your enterprise SW? Drop the data scientist BS and go talk to recent buyers. Real insight, no guessing and it's free!https://t.co/asn65lRE0P
Buyers are stuck How to Buy NOT What to Buy. Until the right voices on the decision team have weighed-in and agreed internally, they’re not buying anything. Critical Selling Skill - Learning (and Sharing) How Customers Buy - Hank Barnes https://t.co/ne9QG28t83
B2B buying is a change management problem NOT a solution choice problem. #sales, #marketing, #business development, #content management 97% of all B2B prospects struggle with HOW to BUY not WHAT to BUY! https://t.co/0YpKxJwqvZ
It’s time we stop calling this “data” and start calling it what it is “your personal information”
WATCH THIS VIDEO AND SHUDDER https://t.co/cFTEIQYzqv
IMHO, as providers, we're still nowhere close to being customer centric and that's the biggest challenge to making it easy for B2B customers to buy.
The B2B Technology Buying Conundrum https://t.co/TiDmwCVhpP
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