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
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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...
Why B2B Buyers Don’t Buy – it has nothing to do with their need, your solution or your relationship.
Whenever a new product or solution is introduced in a company, there will be a change in how people behave, communicate and work together. Change always creates a mess and those involved are going to get dirty. Until buyers are certain about what they will end up with, no purchase will happen.
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