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B2B marketers can dramatically boost their lead conversions by researching buyer personas and increasing the number of landing pages.
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B2B marketers who develop a composite picture of the real people who buy, or might buy their products can form a bond of customer trust that most rivals can not overcome.
Many B2B marketers have only the faintest idea what lies behind their customers’ buying decisions. They think they know, but a lot of presumption is involved.
The truth is, buying decisions are driven by emotional factors which are then justified with rational factors about the product and the price. Add to that any number of subjective factors like office politics, conflicting priorities, and you need a sharp knife to cut through it all.
That’s why the emergence of buyer personas as a marketing tool is becoming increasingly popular.
In Adele Revella’s “The Buyer Persona Manifesto,” she offers this definition of a buyer persona:
"It’s an archetype, a composite picture of the real people who buy, or might buy, products like the ones you sell."
Buyer personas are like an avatar crafted from direct interviews with as many buyers as possible. And from their behavior observed at conferences, social media, etc.
Other characters who influence the buyer’s decision-making process will emerge from this research: procurement people, bosses, rivals, etc.
It’s important to remember that this buyer persona is not necessarily your customer. The development of the persona helps you discern the difference between who you THINK your customer is versus who you real customer is. Flowing from that is a wealth of strategic insights about not only who your customer is, but also how to talk to them.
"So instead of talking at the buyer, blurting out a “me-me-me” narrative with absolutely no consideration of his real concerns, marketers can get straight to the heart of the matter."