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
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
Of course, you talk to your customers. And it should be no surprise that they’re happy to talk to you. They’ve just spent time and money selecting your company and solution and they want this relationship to work. They’re happy to follow along with your line of...read more
You have a great message – hidden under a steaming pile of marketing jargon, adjectives and fancy words!
You see them everywhere; on buses, buildings, websites, social ads and even in the bottom of urinals, trendy technology babble that jargon-hurling and language-torturing marketers use to make a great competitive advantage sound irrelevant and unrecognizable to the...read more
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