Inbound Marketing + Sales Blog

November 5, 2014

Harnessing Your Smarketing Relationship for Improved Buyer Personas

Written by: Sierra Calabresi  |  Share:

smarketing-team-builds-buyer-personasStrong, sustainable relationships weren't made in a day, and the same rings true for a unified marketing and sales team. It's no secret that marketing and sales haven't always played on the same team but, if you want your business to grow, both teams must come full-circle - and of course you want your business to grow!

While we admit it takes time to streamline this collaborative relationship, the end result is well worth the journey. So, how exactly will your business benefit from a unified sales and marketing team? Besides improved communication, your business will benefit from smarter, more attainable business goals, a streamlined service level agreement (SLA) and a better idea of where your leads are coming from. 

But that's not all.

Harnessing Your Smarketing Relationship for Improved Buyer Personas

I am going to let you in on a little secret: a successful Smarketing team not only understands everything there is to know about your buyer personas, but they work together to develop themYou may be wondering why marketing doesn't take control and fill in sales later, or vice versa.

It's because both teams can bring something truly unique to the table. 

Think about it this way: Your sales team has a solid understanding of what makes your target audience tick and your marketing team can leverage those pain points to create compelling key messages that continue to attract that type of audience. Once the attraction phase is complete, your sales team will nurture your audience with the right content, at the right time. 

Both sales and marketing are involved in critical parts of every step in the inbound process; making the communication and collaboration between both teams essential to the success of your business. 

Why Buyer Personas Are Essential to B2B Success

When you understand the needs, pain points, interests and challenges that your personas face, you can help to shape and develop content that is going to resonate with them. In a nutshell, your content will strike home and give your persona the "ah-ha" moment they have been looking for.

It's a "where have you been all of my life" kind of moment. 

In all seriousness, let's say your persona is Human Resources Hannah. On a day-to-day basis, Hannah's core responsibilities are to serve a number of different functions for the organization (or department if you're at the Enterprise level). Some of her pain points may include: recruiting and retaining talent, inefficient processes and the technology her organization currently has in place.

When you successfully weave Hannah's pain points into your messaging, you can then leverage the appropriate content in order to effectively reach Hannah and resonate with the pain she faces on a daily basis. When your content fails to speak to your audience, it's nothing more than wasted space. 

So where does marketing and sales alignment come into play? Your sales team can provide insights to help your marketing team better understand your personas. Sales knows what is engaging to your audience and marketing can use this knowledge to continue to create content that speaks directly to Hannah's pain points and unmet needs of your other personas. 

Measuring Your Content Performance

Whether your team is using Google Analytics, HubSpot or another reliable tool to measure the effectiveness of your content, it's important to monitor the success of your posts on a regular basis. Take it one step further and measure your content performance by persona in order to create more targeted content that you can arm your sales department with.

Using the data you have collected, your team can now turn it into actionable content so your target audience can start engaging with your business and you can position your solutions to speak directly to their interests.

Arming Your Sales Department with the Right Content

Your sales team is front and center with your customers and your prospects on a daily basis. As such, they are likely going to face a number of different instances where your prospects and customers are going to have questions. Where are they going to turn? To the content that your marketing team has created. 

We touched on this earlier, but it was more of an overarching point before; now let's get into the nit and gritty. Sure, HR Hannah landed on your website and was able to resonate with the messaging on your products and services page but now what? 

At this point, HR Hannah is still caught up in her pain points and she is likely going to have questions; that's where your eBooks, Whitepapers and blog posts come into play. When you take what your sales team already knows about your audience and develop content accordingly, your sales team can spend more time nurturing the right leads, with the right content, at the right time.

When your Smarketing team has a clear idea of who they are marketing and selling to, both teams can focus on delivering an experience that aligns exactly with what your target audience is looking for.

Is your marketing and sales team already working collaboratively? Share what is working and what isn't working for your team below!


New Call-to-Action

Topics: Inbound Sales, Demand Generation

About The Author

Sierra Calabresi is a former New Breeder.

Ready to transform your current marketing + sales teams?  Request a free assessment and get started today. Free Consultation