Where B2B marketing personas meet the road.


Knowledgeable B2B marketers know that the better lead generation or nurturing content and messaging focuses on the needs and interests of targeted individuals, the more successful it will be. That understanding has produced the need to create prospect personas.

As defined on Wikipedia, “A user persona is a representation of the goals and behavior of a hypothesized group of users. In most cases, personas are synthesized from data collected from interviews with users. They are captured in 1–2 page descriptions that include behavior patterns, goals, skills, attitudes, and environment, with a few fictional personal details to make the persona a realistic character.”

Personas provide B2B marketers with a strong visual “target person” to keep in mind when creating marketing strategies and messaging.

Since personas are typically built through interviews (not real-world testing) they can be misleading. As respected marketing expert Ardath Albee asks in her recent blog post, Can B2B Marketers Become Content Whisperers?, “If one person says so, is it true? How about 10? Or 100?”

Interviews have value, but real-world response to various testing of content and messaging is far more reliable.

The unfortunate fact is that many B2B marketers don’t have a large enough prospect universe to conduct statistically valid testing. Many do not have the bandwidth to conduct extensive interviews or the budget to hire an outside firm to do it for them.

The solution is to trust your knowledge of human nature. Although there may be nuances discovered in the process of building personas, there are still a number of overriding human traits that are consistent within B2B titles, regardless of industry. Individual industries may drive some overarching goals. Healthcare may want to improve patient care. Service firms may want to satisfy customers and build loyalty. But when the rubber meets the road, most people’s motivation to act comes down to very personal needs and goals.

Therefore, B2B marketers won’t go wrong if they build their marketing strategy and messaging on these basic human needs and goals:

Owner of private company
* Make more money.
* Gain respect and recognition.
* Gain market share.

CEO/President of public company
* Increase share prices.
* Produce growth.
* Increase market share.
* Gain respect and recognition.

CFO/Controller
* Lower costs.
* Minimize risk.
* Get a high ROI on solutions purchased.

CIO/Department or Division Manager
* Increase department productivity.
* Reduce risk.
* Reduce costs.
* Get more done with less effort.
* Meet goals faster.

Workers
* Reduce effort involved in doing their job.
* Minimize mistakes.
* Gain respect and recognition.

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  1. BizSugar.com — May 21, 2012 @ 1:50 pm

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