Blog | July 11, 2022

Humanize Your Buyer!


By Perry Rearick, Chief Editor, Follow Your Buyer


Thought for the Week – Humanize your buyer!

Who is your target audience?

For B2B marketing and sales we answer this question by describing buyer companies: firmographic descriptions like industry, location, size of company, and type of organization.

We seek to identify common characteristics among them, so we have a defined market and create messaging to engage as much of this target audience as possible with a single message.

This process encourages us to generalize our descriptions, and even dehumanize our buyers.

Defining target audience is routine and fundamental to B2B marketing, but the process described above should only be the first step in our efforts to understand our buyers.

Here are three questions you can ask yourself to humanize your buyer!   

  1. What problems do my buyers have that I can help solve?
  2. What effect is this having on them and their business?
  3. How concerned are they about the problem?

As a marketer, if you struggle to answer these questions, speak with your sales team. Not only will they likely know the answers, but it will help build continuity and camaraderie between marketing and sales.   

I hope you have a great week!