Not sure where to begin your inbound marketing campaign? The best place to start is in defining your buyer personas which make up the foundation of any inbound marketing campaign.
Take it from SaaS marketing professional, Adam Kearney of MemberClicks:
When it comes to online lead generation, the key is diversification. There’s no magic bullet that meets all needs. - Adam Kearney
Before you get started diversifying your campaigns and selling points, here are 7 things you’ll need to know about your B2B buyer personas to optimize the success of your campaigns:
- What is their job role / title?
One of the most important things you can know about your buyer personas are their roles within the organization. In a complex B2B sale, roles may vary from decision-makers in the C suite, to potential champions in the marketing department of a larger organization, to a subject matter expert working in a specific vertical of an enterprise organization. Understanding the differences between these roles, and the content that they prefer to engage with is critical to the success of any inbound marketing campaign.
- Are they your champion?
Is this person your champion? You can read more about champions here, but in a nut shell a champion is the person who is going to become excited about your solution and present and advocate for that solution to key decision makers. Many of our campaigns focus on the champion persona, and arming them with champion enablement tools that will allow them to take our solutions to the key-decision makers in their organization. However, for this to be successful, you must have a clear understanding of the target organization's structure and the roles that fill the champion qualification.
- How do they define professional success?
Without knowing how your persona defines professional success, your content and solutions will never be able to create the excitement necessary for them to further engage with your business. By engaging with your target personas on a level that will educate them around the challenges they have in their field and also present a path to greater personal and business success, your campaigns will become more successful.
- What are their biggest challenges?
By understanding your personas biggest challenges, you can create campaigns that will present solutions to this persona and educate them about how people or organizations with similar challenges in the past have solved these challenges. A strong middle of the funnel offer providing several key case studies where a similar challenge was overcome would be a great example of this. Knowing their biggest challenge allows you to set up lead nurturing workflows that will present relevant content to that prospect to create excitement and preference for your company's solution set.
- What key messages will resonate with them?
It’s impossible to create a successful inbound content strategy without understanding what key messages will resonate with your buyer personas. What can you say to them that will help them understand that you can relate to their challenges, have solutions that will address these issues, and want to help them achieve their professional goals?
- What are their online watering holes and preferred social media channels?
Knowing how and where your personas engage online enables you to make educated decisions about where you share your content. Additionally, knowing where your personas engage online can help you tailor your content strategy. By studying the content they are already engaging with, and how they use the social space, you can craft content that will maintain formats they are accustomed to and be in alignment with content they are already sharing with their peers.
- How do they prefer to interact (phone, email, etc.)?
Once this persona has become a lead, you need to know how you can most effectively nurture them. Are they receiving hundreds of emails each day? Then an email campaign may slip through the cracks. Perhaps, it would be better to target a quick hand off to the sales team for a phone call to follow up. Knowing how to follow up with a persona will enable you to optimize your lead nurturing campaign and increase the amount of sales qualified leads generated by your campaigns.
What information do you feel is critical to successful identification of your B2B Buyer Personas? Let us know in the comments below.