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Developing Buyer Persona: It’s Benefits in B2B Marketing  


There are a lot of fish in the sea, they say.

Fishing a fish with the right tool would be a piece of cake and much of a patience. Fishing and marketing is likely to be indifferent. Just like looking for a fish in the sea, finding the right person to buy a product seems to go with luck alone. It is like throwing the bait and wait for something whether –big of small, is the kind of traditional marketers would do.

Developing Buyer Persona

A more effective approach would determine which and what fish would you want to catch. Is your equipment fit with giant fish just like your tool suite with giant B2B clients? Then you have to start thinking what approach will you be using to catch them. To have a good catch with B2B prospects, you have to develop Buyer Persona that will specifically determine and identify who, what, where, when and how to deal with your prospects.

The Benefits of Developing a Buyer Persona

Developing a buyer persona results in stronger and more cost effective marketing.

  1. It delivers a compelling message. You are not sure who the buyer is, result are you would probably mumbling a weak message. Untargeted marketing will reach both everyone and no one in particular. In an identified buyer persona, you can us the language that they use and provide a solution that fit for them.
  2. Minimize advertising waste. Paid ads without lower ROI will soon be a waste. You can use instead self-service ads with Facebook or LinkedIn to create highly targeted ads for very specific demographics.
  3. Overcoming objections. Understanding buyer’s personality and identity can overcome their purchasing objections. People will always trust their peers. In a way that if your use the right message, definitely you can solicit their approval.

As Steven Wright once said, “There’s a fine line between fishing and just standing on the shore like an idiot.” If you don’t want to just stand on the shore, it’s time to learn a little more about your customers.

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