Providing services and products that solve customer problems is not enough to build a successful business. The manner in which those services are marketed matters a great deal. IT marketing that is not specifically targeted to well-defined buyer personas is destined to fail. Buyer personas have never been more important, and here’s why:
Customers are Not the Same
There are all sorts of different customers out there. Each has unique problems, idiosyncratic outlooks and nuanced needs for solutions. Furthermore, buying behaviors change as time progresses. IT marketing must account for all of these distinct subtleties that distinguish customers from one another. The concept of buyer personas has been around for about a decade yet they have never been more important.
It is a mistake to group all prospective customers into a single group. Not only are buyers different but their behaviors are dynamic. Well-defined customer personas allow for informed and effective marketing strategies. There should be little, if any, guessing and assumption involved in decisions regarding go-to-market strategies, advertising, and sales. Establishing, researching, and fully understanding unique buyer personas are essential in developing an accurate qualitative and quantitative understanding of buyers.
A Customer-Centric Approach Pays Off
Numerous studies have shown business-to-business (B2B) organizations that use best practices for focusing on prospective customers and actual buyers ultimately outperform the competition. Buyer personas are an essential component of the overarching plan to guide the organization towards a customer-centric identity and solutions. The bottom line is every business needs to consistently please customers in order to thrive. A thorough understanding of customer personas makes it much easier to deliver effective solutions.
Customer personas should be partially based on issues pertaining to design. A business that promotes design thinking in terms of services, products, marketing, and the sales process will stand a much better chance of succeeding. It is not enough to key in on the marketing message. The delivery’s user-friendliness also plays an important part in convincing customers to give the service a chance.
Customer Personas in the Context of Globalization
The world has never been more interconnected. This was not the case when the concept of buyer personas debuted back in the early 2000s. At that time, globalization was a business strategy strictly used by massive corporations. Global trade has increased over the past two decades. The customers once targeted by a business are on longer the sole users of the service or product offered. More and more businesses are entering new markets in foreign territories. Those that do not accurately define customer personas will lack an adequate understanding of the new customers in these regional markets.
Establishing a Common Language about Prospective Customers
Obtaining an accurate gauge of customer needs, desires, and problems vary based on the silo. Alignment is a major problem for many organizations. The establishment of accurate customer personas forms a common language and platform for communication when discussing such buyers. These personas ameliorate the challenge of silo barriers and center the marketing team’s attention on helping prospective buyers meet their specific goals.
Buyer Personas Shape Advertising and Sales Strategies
Buyers have changed as time has progressed. Relying on outdated perceptions of customers from a decade or two ago will inevitably sabotage the marketing and sales processes. Every B2B company should invest in developing a thorough understanding of modern buyers. Aside from understanding these buyers, companies should also strive to stay up to date on the manner in which such buyers’ needs and problems are changing. Proper research of buyer personas sheds light on who these parties are, the challenges they face, the dynamics of their unique situations and their goals.
Recognizing the Uniqueness of Each Prospect Pays Enormous Dividends
Take the time to accurately define buyer personas and your IT marketing efforts will prove that much more effective. Try to narrow the focus of your sales push to explain how your services can solve the specific problems of your target customers. Successfully communicate the true value and utility of your offerings in the context of target prospects’ unique challenges and sales will increase in due time.