Published on May 16th, 2022 | by Saurabh Pandey


Understanding The Buyer In B2B: Change your B2B Game

A rapidly evolving world and increasing B2B marketing opportunities mean that you may now have a share of consumers you have never had before. The manner in which B2B customers are connecting with suppliers is changing. Now is the time for you to re-examine if you know all your customers and how to talk to them.

While some strategists may argue that B2B offerings function overwhelmingly on product alone, this could not be further from the truth. Impactful B2B marketing necessitates an audience-centric approach from every possible angle. When you understand and distinguish between your audience sets, you can make your content even more targeted, relevant, and valuable.

This is where buyer personas come into play.

So, What Exactly Are Buyer Personas?

There is often a very limited understanding of the concept of buyer personas. They are much more than just a demographic profile of your target audience. Buyer personas, in fact, are a detailed, in-depth look into the behaviour and selection triggers of those individuals that hire your company.

To create buyer personas, you must leverage research to understand who your buyers are, the goals that they harbour, what they aim to achieve, and other such customer decisions. These fictional identities help group and distinguish your audience and their needs.

Why should you take the effort to define these personas? Buyer personas help you sharpen your offerings, identify potential expansion capabilities, and utilise your current marketing and product tools to reach the targeted audience effectively.

Thus, buyer personas can boost the chances of conversions considerably. Let’s look at how exactly they help you do that.

Discovering New Pain Points

Odds are, your product was born out of the need to address a specific pain point. Every offering in the market looks to solve a problem, and brands need to know precisely what their customers need. Such pain points often go beyond just the consumer’s primary concern. In markets filled with competitors, it could even be about finding a reliable company or one that fits their budget.

Only when you understand the constantly evolving pain points can your company offer satisfactory solutions. The content you create can then be directed to highlight and resolve these issues. An approach that resonates with the audience will, in turn, get a response from them.

The better you understand your customers’ diverse pain points, the greater you will be at tweaking and introducing products that meet their expectations. Through defined buyer personas, you can evolve your approach to product and services engineering, thus increasing conversion probabilities.

Articulating And Distinguishing Diverse Wants And Expectations

The marketing content you create hinges on understanding the needs, wants, and goals of your personas. Utilising your insights, you will be able to trace what potential leads are looking for from your business and the information they are hoping to find offline and online.

Once you know your persona’s motivators, you can curate and personalise the marketing and material you create across numerous platforms like your website, blog, and social media pages.

Making Your Targeting Even More Accurate

Knowing how your personas purchase similar products will help you identify when and where to turn up in front of them. In the B2B world, in particular, there is an emphatic emphasis on conducting research before making a decision. Understanding the various sources of information that your customer refers to will help you reach out and influence them early in the process through the information they are seeking. Buyer personas help you even prepare for the previous experiences they may have had with your competitors, helping you target others’ shortcomings.

Your marketing team’s effective targeting strategies will depend on how comprehensively they understand where and how to reach out to the consumer. From keyword research to the art of crafting appealing copy, a clearer persona comprehension helps you target better. This process can even help you prioritise the numerous promotional activities you have identified.

Driving User-Inclusive Design

Finally, buyer personas ensure that the product roadmaps you build are based on consumer needs and pain points. They will help you prioritise those changes that your customers need the most, as well as expand your offerings strategically.

There is a greater emphasis being placed on user behaviour in the world of product design, be it following eye movements on an app screen or identifying consumer decision triggers that can be tapped into.

An evolving world of science and technology-based design solutions, from consumer and behavioural psychology to heuristic evaluations and eye tracking, are at your disposal. These can only come into play for you if you understand your buyer personas and their behavioural patterns.

Buyer Personas: Know More, Do Better

When crafted through research and unbiased analysis, the buyer personas you create can empower you to evolve crucial aspects of your sales, marketing, support, and design efforts for a greater degree of success. So, start the process of identifying your buyer personas and get ready to enhance your strategies to attract and retain customers.

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