Who buys your product or service? And why? And who obviously needs your solution, but seems to resist? When you can answer these questions with detail and clarity, you have a template for your next buyer, a model that can guide your decision-making and strategies for persuasive messaging, content marketing, product or solution launches, campaigns and sales alignment.
“Buyer personas” are examples of the real buyers who influence or make decisions about the products, services or solutions you market. They are a tool that builds confidence in strategies to persuade buyers to choose you rather than a competitor or the status quo.
Marketers who segment buyer personas around key insights need, on average, half as many personas as those who focus on demographics such as job title, industry, geography, or company size.
Get started with personas by attending Buyer Personas: The Five Insights Every Marketer Needs to Nail, Tuesday, July 2, 2013 at 11:00 a.m. Pacific. Adele Revella, CEO of the Buyer Persona Institute, first learned to use buyer insights to guide positioning strategies at Regis McKenna, the PR firm that launched Apple and nearly every other tech company that mattered in the 80’s. Says Adele, “Buyer persona isn’t a tool like scissors, something to just pick up and use. The ultimate value comes from very specific insights and skillful application.”
The webinar will give you those insights. You’ll learn:
How to obtain key insights about your customers
You need to interview your own customers and listen closely to their stories. Begin the interview by asking your customer to recall what happened when they first started looking for the solution that your company provides. The answer to this is probably something you already know, but it should set you up to ask the second question. Your goal is to understand the personal or organizational circumstances that lead your buyers to spend their time, money, and political capital to get a solution.
You should have an agenda for your customer interview, not a script. Deep insights come from probing questions based on the answers your customer provides. Remember to always think bigger than asking a customer “what” they decided. “Why” they made that decision is what presents the true value.
How to use buyer personas to gain insights for marketing and sales
Well-crafted buyer personas provide insights that can help you find your most likely buyers and influence them in ways they’ll appreciate, including:
• More on-target messaging
• Clarification of when and why people will make an investment in your product or service
• Additional insights for sales
Want to learn how to craft the right personas to guide you own marketing efforts? Join Adele Revella and Atri Chatterjee for:
Tuesday, July 2, 2013 at 11:00 a.m. Pacific