Interviews and investigations

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In this section, I've listed 10 essential items to consider when creating your personas. Take a closer look at them as you think about the people who are most likely to have a need for your product.

 
In order to create a usable persona, it can’t be based entirely on your subjective ideas about your target audience. You need to incorporate actual data and analyze the characteristics and behaviors of real existing customers. Here, I’ll introduce some basic analytical methods used when creating personas.

Have your sales team, consultants, and customer support interview your actual customers. The number of interviews you should conduct depends on how broad your target audience already is, but you’ll know you croatia telegram number database have enough data when you’ve completed a decent number of interviews and you realize you’re no longer gaining any new insights. If your customers are difficult to have one-on-one conversations with, you can ask them to collaborate on a short survey to improve your service and distribute it via email or SNS.

 

Use existing data
 

It is also effective to refer to existing surveys in market research that can be accessed online. When doing so, remember to pay attention to the authenticity of the data and note when the survey was conducted (if it was a few years ago, it may no longer be a valid source of information). Also make sure to critically analyze this data on your own before building on it with your persona.

Network access analysis
 

Another great source of data is web analytics, such as Google Analytics or marketing automation, to review the past activity of your website visitors. Check what kind of people visited which pages, approximately at what time, which pages they viewed, what they clicked on, and what they purchased. This will give you a ton of valuable insights into their interests and needs.

5. Tips for Creating Personas in B2B
 

Setting up customer personas is just as important in B2B marketing as it is in B2C. However, because the buying process is very different for B2B businesses, the process for designing personas is slightly different as well.

While in B2C you would typically focus on your customers’ personal lives when designing personas and look at things like their hobbies or family structure, in B2B you’ll want to focus on the type of company they’re a part of. For example, you’ll want to research common business goals and challenges for your target customers. Also consider factors like industry type, primary business activities, number of employees, capitalization, annual sales, and management philosophy. Finally, B2B sales are more complex and often involve multiple people in the buying decision, from the first PoC (point of contact), their manager, to executives. Since you’ll be marketing to all of these levels of customers, you’ll have to design a persona for each one.

6. Conclusion
 

Building marketing personas requires a lot of work in terms of research, analysis, and design, but it is a critical step in developing a successful marketing strategy. If you are able to narrow and define your goals, you can also reduce your advertising costs. Why not take your marketing to the next level by designing personas?