B2B Persona: Features and Instructions for Use

[tonmoypramanik]

This is a very common mistake in B2B companies. That of thinking that it is enough to define in broad outline the characteristics of its target to define an effective marketing and sales strategy .

I made that mistake, we all made it.

I'm not talking about companies that don't even think about their target and think that mass bombing will mathematically win customers.

I'm talking about companies that think that it's enough to simply know what field of activity their target operates in, what their function is and their turnover.

Is this the case for you? Adjust your marketing plan and spend more time defining your B2B Persona.

The particularities of the B2B Persona
The challenge today is not what your target is, but who your target is.

Only then will you be able to implement actions that attract the decision-maker, which allow you to latvia email list generate leads and convert them into customers.

Creating a Persona in B2B is a little more complex than in B2C:

Persona B2B and Ideal Buyer Profile
In B2C, you are targeting the end buyer and therefore you only need to ask yourself who they are: what are their expectations, their behavior and their needs.

The study of the B2B Persona is more complex because it includes a personal component, as in B2C, but also a business component.

For this last point, we speak of the Ideal Buyer Profile .

In this part, you need to determine the characteristics of the company your target works for.

B2B Persona and Decision Process
Where the work is even a little more complex for the B2B Persona is at the decision-making process level.

If your sales cycle is long and complex , chances are that multiple people within the company you are prospecting will be involved in the thinking and decision-making process.

In this case, it is essential to work on different Persona sheets.

How to work well on a B2B Persona?
As we have seen, to put it simply, the B2B Persona is the typical profile of your ideal prospect. The B2B Persona brings together the demographic and behavioral criteria that characterize your target.

As for the demographic criteria, you already know them. These are the criteria we saw previously, regarding the Ideal Buyer Profile:

The company's sector of activity, its size, its turnover, etc.;
The function of the decision-maker and the stakeholders in the decision-making process;
Their characteristics as a person (age, salary, problems, etc.);
Behavioral criteria will require a lot more work from you.

This involves defining the expectations and behaviors of your ideal prospect throughout the purchasing journey.

At the beginning of his reflection, your ideal prospect – your persona – asks himself specific questions and answers them in a specific way. The same goes during and at the end of the reflection.