Newsletter | June 28, 2023

06.28.23 -- Characteristics of a B2B Customer Persona

 
     
 
     
 
  In This Issue:  
 
     
 

FROM THE EDITOR

 

Characteristics of a Customer Persona for B2B Marketing and Sales

 

Adam Lofquist, who is my favorite expert on buyer persona development, says that “the biggest problem with most customer personas is that they are too vague, organizations are afraid to niche down because they think they are throwing away customers and money.”

 

When it comes to complex B2B solutions, limiting customer personas to surface-level information squanders resources and delivers poor results. Effective B2B customer personas include demographics, psychographics and geographics, but also what Lofquist refers to as “driver”, problems they are trying to solve and the opportunities they want to leverage.

 

Its this last critical component of a B2B customer persona that separates the successful B2B solution providers from those who roll the dice and hope for the best.

 

B2B marketing content that is the best at attracting prospects always begins with this question. Who am I creating the content for? B2B content creators must have a detailed understanding of their prospects and create the content for them.

 

This edition of our newsletter is all about personas and humanizing your content, making sure that the humans are your prospects and customers.

 

Have every edition of our newsletter delivered to your in-box by signing up here: send me the Follow Your Buyer newsletter each week!

 

- Perry

Perry Rearick

Chief Editor | Follow Your Buyer

prearick@followyourbuyer.com
 

 
Exclusive Content From Follow Your Buyer
     
Characteristics Of A Customer Persona
 
 

The biggest problem with most customer personas is that they are too vague, organizations are afraid to niche down because they think they are throwing away customers and money. It makes sense, they want to make as much money as they can so why not target everyone. But being vague and broad does not work.
 
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Why You Need Customer Personas
 
 

If you’re a B2B marketing professional, you know the importance of having a customer persona but there may be some in your organization that do not share your thoughts. As someone who has been there before, I know the frustration, it can feel like you are hitting your head against a cement wall. When you run into a dam of resistance from your co-workers telling you everyone can be our customer, here is what you can do.
 
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Humanize Your Marketing With Buyer Personas
 
 

Remember, we’re all people first. Bring that mindset to your content marketing strategy and you will create meaningful, lasting relationships with your customers.
 
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Write For Someone, Not For Everyone
 
 

Developing accurate buyer personas and tailoring content might sound easy, but it’s arguably the most difficult – and the most important – part of the content marketing process.
 
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