B2B Persona: everything you need to know!
Posted: Mon Dec 23, 2024 8:24 am
When we talk about companies that sell to other companies, developing the B2B persona is an essential step before starting any planning, action or sales marketing process.
In our daily lives, we encounter many situations in which it is necessary to understand the context of the person speaking. For example, there is no point in discussing the latest series with someone who doesn't watch TV, or it is unlikely that a child will be able to tell you the best gas station in the area, right?
In relation to the sale of products and services, this is even more significant: to obtain the desired return, it is necessary to know what the expectations are on the other side of the table.
Therefore, B2B business strategies require a good whatsapp sweden understanding of the target audience. Knowing what they are looking for and what their “pains” and difficulties are is very important, since there are different points of contact within a negotiation and each of them has different characteristics.
In this article we will unravel the mysteries surrounding the B2B persona and show its importance for the company's business. Enjoy reading! ????
Read also: Why should industries invest in digital marketing?
AFTER ALL, WHAT IS A PERSONA?
Also known as Buyer Persona, a persona is a fictional representation of your ideal customer. It is based on real data about customer behavior and demographic characteristics, as well as their personal stories, motivations, goals, challenges, and concerns.
Personas have become very popular with the advancement of content marketing and inbound marketing. With them, it is possible to develop more selective and targeted marketing strategies, unlike working with the target audience, which offers a more generic and broad description.
B2B PERSONA
In B2B marketing we need to understand very well the functional, psychological and behavioral factors involved in the corporate purchasing process.
Knowing just which company the client is from is not enough, you need to know the profile of the people involved, from the beginning until the purchase is completed.
Therefore, a single B2B customer may have several personas, after all, the purchase decision may involve a large team, including buyers, analysts, managers and even directors. Therefore, it is necessary to analyze this process from the perspective of the personas, always taking into account their challenges, needs and problems.
HOW TO DEFINE YOUR B2B PERSONA?
The B2B persona is the point to which all your marketing actions should be redirected. To help you define it, we have prepared a list of some questions. With the information collected, you will be able to define the customer more precisely and better understand how you should treat them.
1. First, choose the right company to which you intend to sell your product or service.
2. Then, answer the following questions about the company:
What is the size?
Who is the target audience?
What are the annual expenses?
What are the market interests?
What problems do you face?
What challenges do you need to overcome?
3. After collecting the data above, start to create a profile of the professionals you will have contact with in the process of selling your products, with the following questions:
How many professionals will have contact with the company in the sales process?
What are your positions?
What is the level of power of these professionals in decision-making?
How do they influence the purchasing process?
What is the age range of each one?
What are your general interests?
What challenges and problems do they encounter in their professional and personal routine?
How can your company help them solve certain problems?
After creating the profile of the professionals, it is worth evaluating the purposes that each of these personas has within the organization. That is, are they there with the goal of increasing ROI, do they work on technological advances or are they focused on sales?
From there, these questions and answers will serve as a guide for your communication strategies. Knowing your B2B persona makes it much easier to offer what they are looking for!
It is worth remembering that, if you wish, you can add more information to these lists. The more information you have, the more assertive your marketing strategies will be.
HOW TO CREATE MORE ASSERTIVE STRATEGIES?
To achieve more accurate and assertive results, you must direct all of your brand's marketing actions towards the B2B persona, always thinking about actions that understand and help with their pain points.
Analyze the purchasing journey of these personas and the stage of the sales funnel they are in, so you can offer content that responds to their different needs.
AVOID MISTAKES!
Some of the most common mistakes when creating personas involve mixing very different profiles, not differentiating between gains and challenges, omitting emotional and social challenges in favor of functional ones, or creating very vague and superficial descriptions with little relevant information.
It’s really important to take a step back and “forget” about what you’re offering while analyzing your persona. Otherwise, you may end up biasing the answers to fit your own value proposition when, in fact, it’s the accurate description of the persona’s challenges that should inform your value proposition.
In our daily lives, we encounter many situations in which it is necessary to understand the context of the person speaking. For example, there is no point in discussing the latest series with someone who doesn't watch TV, or it is unlikely that a child will be able to tell you the best gas station in the area, right?
In relation to the sale of products and services, this is even more significant: to obtain the desired return, it is necessary to know what the expectations are on the other side of the table.
Therefore, B2B business strategies require a good whatsapp sweden understanding of the target audience. Knowing what they are looking for and what their “pains” and difficulties are is very important, since there are different points of contact within a negotiation and each of them has different characteristics.
In this article we will unravel the mysteries surrounding the B2B persona and show its importance for the company's business. Enjoy reading! ????
Read also: Why should industries invest in digital marketing?
AFTER ALL, WHAT IS A PERSONA?
Also known as Buyer Persona, a persona is a fictional representation of your ideal customer. It is based on real data about customer behavior and demographic characteristics, as well as their personal stories, motivations, goals, challenges, and concerns.
Personas have become very popular with the advancement of content marketing and inbound marketing. With them, it is possible to develop more selective and targeted marketing strategies, unlike working with the target audience, which offers a more generic and broad description.
B2B PERSONA
In B2B marketing we need to understand very well the functional, psychological and behavioral factors involved in the corporate purchasing process.
Knowing just which company the client is from is not enough, you need to know the profile of the people involved, from the beginning until the purchase is completed.
Therefore, a single B2B customer may have several personas, after all, the purchase decision may involve a large team, including buyers, analysts, managers and even directors. Therefore, it is necessary to analyze this process from the perspective of the personas, always taking into account their challenges, needs and problems.
HOW TO DEFINE YOUR B2B PERSONA?
The B2B persona is the point to which all your marketing actions should be redirected. To help you define it, we have prepared a list of some questions. With the information collected, you will be able to define the customer more precisely and better understand how you should treat them.
1. First, choose the right company to which you intend to sell your product or service.
2. Then, answer the following questions about the company:
What is the size?
Who is the target audience?
What are the annual expenses?
What are the market interests?
What problems do you face?
What challenges do you need to overcome?
3. After collecting the data above, start to create a profile of the professionals you will have contact with in the process of selling your products, with the following questions:
How many professionals will have contact with the company in the sales process?
What are your positions?
What is the level of power of these professionals in decision-making?
How do they influence the purchasing process?
What is the age range of each one?
What are your general interests?
What challenges and problems do they encounter in their professional and personal routine?
How can your company help them solve certain problems?
After creating the profile of the professionals, it is worth evaluating the purposes that each of these personas has within the organization. That is, are they there with the goal of increasing ROI, do they work on technological advances or are they focused on sales?
From there, these questions and answers will serve as a guide for your communication strategies. Knowing your B2B persona makes it much easier to offer what they are looking for!
It is worth remembering that, if you wish, you can add more information to these lists. The more information you have, the more assertive your marketing strategies will be.
HOW TO CREATE MORE ASSERTIVE STRATEGIES?
To achieve more accurate and assertive results, you must direct all of your brand's marketing actions towards the B2B persona, always thinking about actions that understand and help with their pain points.
Analyze the purchasing journey of these personas and the stage of the sales funnel they are in, so you can offer content that responds to their different needs.
AVOID MISTAKES!
Some of the most common mistakes when creating personas involve mixing very different profiles, not differentiating between gains and challenges, omitting emotional and social challenges in favor of functional ones, or creating very vague and superficial descriptions with little relevant information.
It’s really important to take a step back and “forget” about what you’re offering while analyzing your persona. Otherwise, you may end up biasing the answers to fit your own value proposition when, in fact, it’s the accurate description of the persona’s challenges that should inform your value proposition.