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
False insight about your B2B buyers is worse than no insight at all.
The problem, of course, is that no one believes that they have false insight about how their customers buy. How could your sales team possibly bring in millions of dollars of revenue every year without knowing how your customers buy? How could marketing not know your...
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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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If #buyers are visiting your website and reading your #marketing content they're looking for ideas to solve a problem, THEMSELVES. Help them understand why they need you through #influencers, #insights and internal discussions.
https://t.co/7zuUaClHq7
Real buyers are the people that are willing to accept change. Only when they know how to manage change without "burning the house down" will they seek help through an external purchase. Selling doesn't cause buying - change does!
https://t.co/P1wHezWOMn
If you can’t recognize a buyer from your own #sales pipeline how are you going to identify a buyer from a #marketing lead?
https://t.co/DRNpQohWMz
We have Digital Transformation, Big Data, Blockchain, Artificial Intelligence, Predictive Analytics, chatbots, machine learning, NLP, deep learning...but what we don't have is more revenue.
Is sales and marketing focused on everything but the problem? https://t.co/DbOVb6SPqa
Do you need Buyer Insights? Ask your #sales reps the following question:
1. If you follow-up on a marketing lead and determine that they're not ready to buy, how would you go about helping them if the reason they’re stuck has nothing to do with their needs or your solution?
Request a mock Insight Interview