How confident are you that your B2B marketing efforts are targeting the right audience? Most B2B buyers today self-educate long before reaching out to sales.
You’ve seen the numbers — 57% of the purchase decision happens before sales gets involved according to CEB and 67% of the buyer’s journey is now done digitally according to SiriusDecisions – so it’s more important than ever that your social posts, emails, website, blogs, and other marketing content attract, convert, and nurture the right people – your ideal customer or buyer persona.
Here are 7 reasons you need buyer personas for B2B marketing success:
- B2B buying is complicated – Most B2B buying decisions aren’t made by one person. Sure, there may be a single signature on the contract or PO, but usually a buying team has purchasing, technical and functional experts, as well as senior management weighting in on final B2B purchase decisions. In fact, CEB’s research shows that an average of 5.4 people are involved in B2B buying decisions. Personas help marketing reach and influence each person on the buying team.
- Helps you prioritize – Every marketing team has limited resources. The process of developing personas helps you and your marketing team (and sales for that matter) really home in on your ideal prospects for growth. In addition to the role of your ideal customer (see above), developing personas forces everyone to think about and prioritize verticals, geography, etc. that will drive growth for your organization.
- Improves sales and marketing alignment – Since marketing works closely with sales to develop personas, this naturally drives alignment between marketing and sales teams. Marketing will learn from sales, and marketing and sales will be aligned on reaching the priority prospects. The personas you develop can become part of sales on-boarding to help new sales reps ramp up more quickly and align them with marketing.
- Improves lead quality –Creating your marketing campaigns and content with your persona in mind will naturally attract people more likely to convert to leads. And those leads will be easier to segment for more targeted, personalized and engaging campaigns resulting in more effective nurturing. Marketing will be handing off higher quality leads to sales – sales will love you!
- Better focus channels – Assuming you’ve done your research right, you’ll know where your personas go to get information, educate themselves, and research new solutions. This means you can devote resources and promote your content to the channels where your personas are, not where you think they might be, saving both time and money.
- Improves content topic ideation – Without personas your team will be wasting time trying to guess what topics will be of interest, or even worse, developing content that never gets seen. Well-developed personas clearly spell out pain points and challenges, interests, common problems, goals, etc. which makes it much easier to develop topics that will resonate with and engage your ideal prospect.
During the persona development process you will invariably uncover internal resources for developing future topics and content.
7. Quicker and better content – Having a persona to share when making content development requests or assignments helps ensure it’s written with the right audience in mind, no matter if it’s written by a new marketing team member, guest blogger, outside writer, or internal subject matter expert. This saves time and improves your content.
According to Cintell’s Understanding B2B Buyers: The 2016 Benchmarking Study, companies that exceeded their lead and revenue goals were 2.2 times more likely to have and document buyer personas than companies that miss their goals. So what’s holding you back? Isn’t it time you made formalized buyer personas a priority for your B2B marketing success? In my next blog I’ll provide tips for how to go about developing buyer personas.