While we all have goals and objectives for lead generation, brand development, and customer experience as examples, the overarching challenge is making the right decisions to achieve them.
Goals become more complicated to achieve as evolving marketing technology continues to promise an opportunity to target more specifically and create unique customer experiences buyers demand.
B2B buyer personas provide a foundation for accomplishing the research and development of effective online marketing campaigns designed to achieve strategic marketing objectives.
What Are B2B Buyer Personas?
Buyer personas are fictional characters that represent types of users that typically use, evaluate, and authorize the purchase of B2B products and solutions.
In coordination with buyer journey mapping, personas help marketers conceptualize how target audiences may interact with an organization and associated solutions.
Here are additional definitions from around the web:
Ardath Albee & MLT Creative: “A buyer persona is a composite of different factors that affect your buyer and motivate him/her to buy. Your prospect’s buying cycle and buying decisions are situated within a larger context that must be understood in order to motivate his/her buyer behavior.” (source)
Adele Revella: “A buyer persona as an archetype; a composite picture of the real people who buy, or might buy, products like the ones you market, based on what you’ve learned in direct interviews with real buyers.” (source)
For online marketers, buyer personas can provide direction in the channel-specific campaign development.
In this post, we will define how buyer personas can be leveraged for building more effective programs in B2B SEO, PPC, content marketing, and social media.
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