Savvy Toolkit: How to Create Buyer Personas
Any B2B marketer worth his or her salt knows that you can't make a connection with your audience unless you know who you're trying to reach. And that understanding often starts with the development of buyer personas.
According to Adelle Revella, who has been using buyer personas to market technology products for more than 20 years, a buyer persona is:
"a short biography of the typical customer, not just a job description but a person description. The buyer persona profile gives you a chance to truly empathize with target buyers, to step out of your role as someone who wants to promote a product and see, through your buyers' eyes, the circumstances that drive their decision process."
It's easy to see why it's a valuable exercise to create buyer personas. But that doesn't mean the process for creating them is widely understood or intuitive. Here are some resources to get you started:
- Four Keys for Success Using Buyer Personas to Focus B2B Marketing Automation Campaigns
- Bulldog Solutions' Step-by-Step Guide to Creating Buyer Personas
- Make Good Media's Buyer Persona Development Questionnaire (scroll to the bottom, but be sure to check out the post)
- Enquiro Research's Business to Business Survey 2007: Marketing to a Technical Buyer (for a comprehensive persona example)
- Goal Centric (offers training and creation of user and buyer personas)
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