Buyer persona marketing: why and how to define them?
Posted: Wed Jan 08, 2025 4:19 am
One of the concerns we have as marketers is to have our heads down, to forget our reason for getting up in the morning. I named our customers (prospects, or leads). This is why the buyer personas stage is essential: we put ourselves in the shoes of our customers: what are they looking for, what do they want, how can we help them? Here is a complete and directly operational guide for any B2B marketer wishing to define, but above all to use their marketing buyer personas ! 01. What is a marketing buyer persona? 1. Definition of a marketing buyer persona A marketing buyer persona refers to the ideal target customer .
It is a detailed fictional portrait of the marketing targets: who they are, their tastes, habits, needs, problems, etc. This allows you to better target your communication and your offer. To achieve this, companies must take an interest in their current customers (yours, those of your competitors), understand how they operate, know their habits on the dominican republic telegram database web in order to understand what content is likely to interest them, the questions they ask themselves, their motivations, their objectives and their influences. And above all, their real suffering, to which they will be led to respond. 2. What is a marketing buyer persona not? Buyer personas are not real people, target markets, company functions, and are not related to your products or services. A marketing buyer persona is primarily interested in your prospects' intentions, motivations, questions they want to address, and behavior. It is a kind of panel representative of a specific target, according to a product.
B2B or B2C: what are the differences for personas? In both B2B and B2C, buyer personas are detailed profiles for each type of buyer of your solution. However, there are notable differences between B2B and B2C purchasing processes, which will inevitably influence the definition of your personas. In B2C, the purchase is most often based on an individual decision. Purchases are more emotional, less logical and can be impulsive. In B2B, the purchasing decision is generally collective . Several interlocutors weigh the pros and cons of each of the solutions that meet their problem. In principle, there is no impulsive purchase. Decisions are less based on emotion. It is reason that prevails.
Consequently, B2B buyers will be more likely to rely on relevant content to help them make their decision. Since purchasing cycles are often longer, it is necessary to build a relationship of trust upstream. What are the consequences for buyer personas? In B2B, the decision is made collectively. It is made by a group of individuals within an organization. You will therefore build your personas at two levels: that of the company and that of the individual within this company. You will therefore have distinct personas by company type and by sector . But you will also have typologies based on the role of employees in the company. Indeed, your first contact (the prescriber) will not necessarily be the decision-maker. Also, you will surely need to work on several personas in order to set up the actions that will reach the final buyer.
It is a detailed fictional portrait of the marketing targets: who they are, their tastes, habits, needs, problems, etc. This allows you to better target your communication and your offer. To achieve this, companies must take an interest in their current customers (yours, those of your competitors), understand how they operate, know their habits on the dominican republic telegram database web in order to understand what content is likely to interest them, the questions they ask themselves, their motivations, their objectives and their influences. And above all, their real suffering, to which they will be led to respond. 2. What is a marketing buyer persona not? Buyer personas are not real people, target markets, company functions, and are not related to your products or services. A marketing buyer persona is primarily interested in your prospects' intentions, motivations, questions they want to address, and behavior. It is a kind of panel representative of a specific target, according to a product.
B2B or B2C: what are the differences for personas? In both B2B and B2C, buyer personas are detailed profiles for each type of buyer of your solution. However, there are notable differences between B2B and B2C purchasing processes, which will inevitably influence the definition of your personas. In B2C, the purchase is most often based on an individual decision. Purchases are more emotional, less logical and can be impulsive. In B2B, the purchasing decision is generally collective . Several interlocutors weigh the pros and cons of each of the solutions that meet their problem. In principle, there is no impulsive purchase. Decisions are less based on emotion. It is reason that prevails.
Consequently, B2B buyers will be more likely to rely on relevant content to help them make their decision. Since purchasing cycles are often longer, it is necessary to build a relationship of trust upstream. What are the consequences for buyer personas? In B2B, the decision is made collectively. It is made by a group of individuals within an organization. You will therefore build your personas at two levels: that of the company and that of the individual within this company. You will therefore have distinct personas by company type and by sector . But you will also have typologies based on the role of employees in the company. Indeed, your first contact (the prescriber) will not necessarily be the decision-maker. Also, you will surely need to work on several personas in order to set up the actions that will reach the final buyer.