B2B Buyer Personas and How they Enable Success
“85% of B2B Marketers don’t feel that they use personas effectively”
The B2B buying cycle has changed over the past three years or so. It now takes longer to convert customers, there are more decision-makers involved in each case, and more research takes place online before a lead connects with a company’s sales team – it’s believed that buyers are anywhere between 50% and 70% of the way through their buying journey before they speak to a salesperson.
So what does all this mean to you and your business? Well, buyers are now armed with more information than ever before which means that if you want to engage them, you best have a legitimate solution to their problem. You also need to show empathy and help them with their pain points. Given that decision-makers are doing a lot of the leg work themselves, if you are going to proactively engage them (during these early stages of buying) via channels such as telemarketing, it’s vitally important that you offer a personalised and highly targeted approach. But how do you get an in-depth understanding of your prospective buyers if you’ve never spoken to them? The answer is buyer personas.
To help you create buyer personas for your prospects, we’ve created this helpful guide. Simply read on to see how you can get your hands on all the information you’ll need, and how you can turn this data into usable documents that will help you exceed your lead generation, sales and revenue targets.