{"id":15183,"date":"2018-04-24T10:25:41","date_gmt":"2018-04-24T14:25:41","guid":{"rendered":"https:\/\/www.mgb2b.com\/blog\/?p=15183"},"modified":"2018-04-24T10:48:40","modified_gmt":"2018-04-24T14:48:40","slug":"b2b-buyer-persona","status":"publish","type":"post","link":"https:\/\/www.mgb2b.com\/blog\/b2b-buyer-persona\/","title":{"rendered":"Building B2B Buyer Personas: 6 Key Questions to Ask"},"content":{"rendered":"

\"buyer<\/a><\/p>\n

Using Buyer Personas to Cut Marketing Waste<\/strong><\/h3>\n

Is there a lot of waste in your company’s advertising? That is often the case for B2B brands. Your audience can flip past ads. They can scroll past banners. When you produce a general marketing campaign with one message to a broad audience, it\u00a0can be overlooked by a good portion of the audience. Instead, arm yourself with targeted Buyer Personas<\/a>. A Buyer Persona is a detailed profile of your ideal buyer<\/a>. It usually\u00a0includes demographic and psychographic information, media consumption, and purchasing behavior. Often, it’s necessary to do extensive market research (both qualitative and quantitative) to establish an effective Buyer Persona. And in most cases, you’ll want to create multiple buyer personas to target different verticals or decision makers.<\/p>\n

Take a Look at\u00a0These Key Areas to Investigate When Developing Buyer Personas:<\/strong><\/h3>\n
    \n
  1. What Are the Demographics?<\/strong>
    \nBefore you dive into needs and wants, it\u2019s crucial to establish a demographic profile\u00a0for your Buyer Persona. Get to know the typical age, education, job title, and industry of your buyers. These all play a major\u00a0role in who they are as a\u00a0B2B decision maker.<\/li>\n
  2. What Are Your Buyers’ Goals?<\/strong>
    \nIt’s important to gain an understanding of what your Buyer Personas are looking to achieve on the job and what they need in order to be successful. The information you gather will help you to better understand how to help them achieve those goals. And\u00a0you can create marketing content with these goals in mind.<\/li>\n
  3. What Do They Value Most?<\/strong>
    \nOnce you know their goals, you’ll want to identify the key attributes that drive a buyer’s decision-making process. Ease of use. Support. Price. Identify what your buyers value most. Then, you can use it to develop products and services they need and messaging that resonates.<\/li>\n
  4. What Are Their Pain Points?<\/strong>
    \nThis is one of the most important areas to identify for your Buyer Personas because\u00a0it gets to the root of the benefit you can provide. When you know pain points, you can work to help your buyers overcome their most difficult challenges. Pain points are a great way to fuel both product and content development. They inspire fodder for blog posts, white papers, videos \u2013 you name it.<\/li>\n
  5. How Do They Feel About Your Competitors?<\/strong>
    \nIt’s not only critical to understand the demographic and psychographic profiles of your Buyer Personas. You also need to understand\u00a0their relationship with your competitors. To get started, ask questions that help define your competitive landscape\u00a0and identify holes in the marketplace that your brand can fill.<\/li>\n
  6. How Do They Like to Be Reached?<\/strong>
    \nLastly, once you\u2019ve created\u00a0detailed profiles of your Buyer Personas, it\u2019s important to know the best way to reach them. Do they prefer face-to-face contact with your sales reps? Or is a monthly email their preferred means of staying updated? Do they like videos? Or follow\u00a0brands they like on Facebook? With so many means of communication, you can get a leg up by allowing your Buyer Personas to identify where they are and what they’re looking for. It’s the best way to make sure your message gets through the clutter and\u00a0directly to your target.<\/li>\n<\/ol>\n

    It\u00a0may seem like a lengthy process to develop Buyer Personas. However, the reward of a streamlined, highly targeted marketing program is well worth it. You\u2019ll see increased engagement and return on investment, as well as happier customers. After all, even B2B buyers like to receive helpful hints and content designed specifically for them, as opposed to a mass-market campaign that casts a wider net. And happy customers make for a happy brand.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Using Buyer Personas to Cut Marketing Waste Is there a lot of waste in your company’s advertising? That is often the case for B2B brands. Your audience can flip past ads. They can scroll past banners. When you produce a general marketing campaign with one message to a broad audience, it\u00a0can be overlooked by a […]<\/p>\n","protected":false},"author":8,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[273,336,388,103],"tags":[756,815,104,814],"class_list":["post-15183","post","type-post","status-publish","format-standard","hentry","category-content","category-customer-engagement","category-lead-generation-nurturing","category-marketing-strategy-2","tag-buyer-personas","tag-pain-points","tag-research","tag-targeted-b2b-marketing"],"_links":{"self":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts\/15183","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/users\/8"}],"replies":[{"embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/comments?post=15183"}],"version-history":[{"count":5,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts\/15183\/revisions"}],"predecessor-version":[{"id":15189,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/posts\/15183\/revisions\/15189"}],"wp:attachment":[{"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/media?parent=15183"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/categories?post=15183"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.mgb2b.com\/blog\/wp-json\/wp\/v2\/tags?post=15183"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}