It’s buyer personas, plain and simple!
With the balance of power clearly shifted from buyers to sellers, companies need to understand their buyers better than they ever have before. This means you need deep insights on buyers to answer important questions, such as:
- Why do some prospects buy, while others choose to live with the pain?
- Whom do they trust, and at what stage?
- How do they eliminate choices and get down to finalists? What is their decision process?
Can you answer those questions today? If not, you’re a good candidate for a buyer persona initiative.
I believe that in 2014, a key area where companies will compete is insights on buyers. Simply said, businesses with the best buyer insights will win, while companies who lack deep buyer insights will lose.
Good buyer personas drive all aspects of BtoB marketing today. Those insights help you craft much better content. They help you write more engaging blog articles. And they help you drive better qualified leads for your salespeople.
So why do so many companies struggle with buyer personas?
While companies create surveys, they fail to do the interviews required to deliver deep insights. Why can’t they? Unfortunately, surveys require pre-planned questions and answers. They don’t uncover deep insights.
The biggest problem I believe is that skills required to do phone interviews of recent buyers and collect valuable insights are not trivial. These skills require training and practice, as well as coaching from an experienced trainer. I suggest you also look for those who have completed the Buyer Persona Master Class at the Buyer Persona Institute.
That’s why I urge companies to turn to certified and trained professionals, like those at Find New Customers. In fact, if you view the image here, you see it the outline of the Buyer Persona Master Class, the course which Jeff Ogden completed.
To read firsthand about the importance of buyer insights, read the excellent ebook “For Compelling Content, Let Your Buyers Be Your Guide” by Adele Revella of the Buyer Persona Institute with Maribeth Ross.
For a related article, read this article from the Salesforce.com blog:
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