Marketing persona and buyer persona, what about? In reality, these two terms refer to the same concept. In marketing, it is simply the semi-real representation of your ideal customer profile. To develop this famous profile, there are not 36 solutions. You will need to rely on tangible data, such as studies and interviews. After this in-depth research, you will better understand their motivations and purchasing habits. But in concrete terms, how does this work in B to B? Stay with us to find out, and ask yourself the right questions!
1. Who really needs your product?
To choose a B2B target that will actually consume your goods and services, develop your offers carefully! In fact, the mistake would be to offer a product “just like that” in the hope that customers will come on their own. Certainly, curious people might have fun consuming it. But in the long term, this is not a viable strategy at all. What should you do instead? Understand what you offer and how it will help your customers solve their problems.
Concretely, you will have to do this! Start by listing the main features of your product. Subsequently, it will be necessary to highlight the advantages of each of them. For example, a provider of computer analysis programs offers automated data. Advantages ? For starters, you'll reduce your operating costs. Then, you will save valuable time for carrying out your activities. Finally, switching to automated services will ensure a good return on investment.
Once you have made this list, determine who will benefit most from these benefits. In our example below, these will be overbooked companies that do not have the time to delve extensively into their data. If you already want to find customers, Magileads already has an interesting database for this.
2. How well do you know your current customers?
It's best to start with information you already know. In this case, turn to your current customers! Who are the people who already buy from you? Do they have anything in common?
You can get to know your customers in different ways. By talking to your customers and conducting surveys, you will be able to gather more information about them. Unfortunately, the information collected could be biased. To compensate for this, look instead at your sales data, your CRM , etc.
But what's the point here? In fact, you will need to find things, such as similar characteristics and interests. Also, it will be necessary to see if their activities are linked in one way or another. Once you have compiled a list of similarities, you will then know which clients are the most profitable.
3. Who are your competitors?
Once you know who your main customers are, look at your competitors! Concretely, identify 3 to 5 of the biggest brands in your sector and determine their marketing persona.
For example, if you are an analytics program brand, are your rivals targeting small businesses in the financial industry? Are they targeting local service providers, like florists and hairdressers?
By identifying their target, you will be able to attack a different market. Eh yes ! You will be more likely to be successful by not targeting the same companies.
4. What matters most to your potential target?
After all these steps, do you think you have enough information to define your B2B target? Attention ! While this provides a glimpse into a potential market, you are still far from the end of the tunnel.
Now you will need the psychographic data of your customers. In simple terms, this refers to the more personal characteristics of your target. They go further than simple demographic information and concern values or even corporate culture. Basically, your target market should share similarities on these levels. This is the only way to boost your turnover.
Subsequently, you will be able to determine how your product will impact your customers' business or industry.
Have you been able to collect all this information now? Alright ! So you are ready to create your marketing persona. On the other hand, if your database is obsolete, you can turn to our Magileads platform. Having experts in customer acquisition and loyalty based in France in our ranks, we already offer you a database of 20,000,000 B to B customers. Now it's your turn!
