Manufacturing companies should create buyer personas because B2B purchasing decisions are often complex, involve multiple stakeholders, and can take months to complete. A clear buyer persona helps a manufacturer understand who is involved in the buying process, what they care about, and what influences their decisions. We thank @NigelTPacker with Pelatis Online for hosting our #USAMfgHour on March 10th of, 2022.
Q1. What are buyer personas?
#USAMfgHour
A1. A buyer persona is a semi-fictional representation of your ideal customer based on Personal knowledge, data, and research. They help you focus on qualified prospects, guide product development to meet target customers’ needs, and align work across your organization. #USAMfgHour
Q2. How do they help in digital marketing and selling?
#USAMfgHour
A2. Personas help marketing and sales to identify your target customers. They ensure that everyone in your team understands the motivations, trepidations, and action points your customers experience during their buying journey. This insight helps to create the right message from the business to the target customer at different stages of their journey. #USAMfgHour
Q3. Who in your company should be involved in creating your buyer personas?
#USAMfgHour
A3. Everyone who is customer-facing. From the receptionist to the marketing team members and the sales team.
Each can learn from the other to create effective buyer personas for your target customers. #USAMfgHour
Q4. Which of your customers should you create a buyer persona for?
#USAMfgHour
A4. Analyze your sales data and identify the companies that bring the most profit. Prioritize them and create buyer personas for each of your top 6 buyers. This should cover the widest range of customers. #USAMfgHour
Q5. What information should you include in a buyer persona?
#USAMfgHour
A5. When creating a buyer persona, include the buyer’s backstory, technical skills, the technology they use at work, work ethic, where they are in the buying journey, and the scenario they are in when they make an inquiry. #USAMfgHour
Q6. What scenarios would you include in your customers’ personas?
#USAMfgHour
A6. Scenarios are often missing from the buyer persona. This is a section describing what the potential customer is doing when they look for your products or services. #USAMfgHour
