Audience Buyer Personas - Get On It!

Don’t waste your marketing and sales resources on people who have no intention of buying. Duh! But how accurately can we figure out which website visitors intend to purchase from the information junkies who just browse?

Selling to leads that are nowhere near ready to buy is very bad for business. Thankfully in digital B2B marketing we now have the tools and methodology to define lead temperatures through comprehensive data analytics.

93% of companies who exceed lead and revenue goals segment their database by buyer persona

Creating your buyer personas takes time and energy, so the real question is, how vital are buyer personas to your business?

Ask yourself this: When does a marketing lead qualify to pass to the sales team? When it’s 'hot' of course! But how 'hot' is 'hot'? Very warm, extremely warm? We need lead scoring benchmarks that enable us to weigh up every lead prospect and know when a qualified marketing lead (MQL) has developed into a real prospect with purchase intent - a sales qualified lead (SQL).

When customers receive ads based on their website activity, product revenue grows by 38%

The stats also tell us that companies who exceed lead and revenue goals are four times as likely to use buyer personas for demand generation than those who missed lead and revenue goals.

Still not convinced?

Here are the some more stats that might help you decide for yourself*:

*multiple sources used to verify statistics, including: https://www.salesforce.com/resources/articles/customer-expectations

• 70% of consumers say their loyalty to a brand is influenced by the feeling that a company understands their needs

• 88% of marketers report a measurable increase in sales when they personalize their marketing, with more than half reporting a sales boost of more than 10%

• 91% of consumers say they are more likely to shop with brands that provide offers and recommendations that are relevant to them

• 82% of brands that use Buyer Personas improve their value proposition

• 36% of companies have created shorter sales cycles using buyer personas

In Conclusion

Buyer personas tell you who your audience is and help you understand what kind of marketing and sales approach will work best with each BP segment.

Remember, every prospect has a reason to walk away. With buyer personas, you also get a better understanding of the anti-persona objections and can develop strategies to overcome them. More about these later.

Now what's stopping you getting to work on BPs for your business?

Be sure to let me know.