In recent years, our team has noted that the approach to analyzing the target audience in B2B business has undergone significant changes. In our opinion, the main reason for this is that it is no longer enough for companies to rely on basic demographic characteristics due to the high competition in the advertising market and, no less importantly, due to the number of solutions offered to users. Marketers study their buyer cards created on the basis of deeply developed Buyer Persona Templates, opening up opportunities for segment positioning and more precise adjustment of advertising campaigns Google ads, meta ds, Tik tok and many other online advertising platforms. In the same context, buyer personas are becoming a key tool for fine-tuning marketing strategies, personalizing content and increasing sales efficiency. We also note that this approach is statistically justified. According to a HubSpot study, companies using detailed buyer personas increase revenue from marketing campaigns by 171%. And according to experts from Gartner, correct audience segmentation leads to a twofold increase in conversion. These insights emphasize knowledge of your target audience not just as an element that improves communication, but directly as a driver of competitive advantage. Modern B2B markets require an individualized approach, adaptation to changes in customer behavior and a quick response to their requests. Creating buyer personas helps companies not only attract customers, but also build long-term relationships with them, which is especially important in a highly competitive environment. And there is simply no better way to do this than with the Buyer Persona Template.фя
What Is a Buyer Persona?
A buyer persona is a detailed description of the characteristics and behavioral factors of a company’s ideal client. In other words, it is a cast of your potential client, the shape of which is determined by their parameters such as location, language, social status, desires, problems, and many other behavioral factors that influence their purchasing habits.
To sell a product, you need to formulate its values and advantages, and then convey them to potential buyers. On the one hand, this is a simple task: describe the product, offer a good price, and a line of people will form. However, on the other hand, everything is much more complicated.
When choosing a product, each person relies on different factors, such as cost, appearance, characteristics, service, reviews of other buyers, and much more. Therefore, it is extremely important to know the preferences, interests, and pain points of your target audience. Understanding who your potential client is helps to solve the following tasks:
- identify triggers that stimulate purchase;
- build communication correctly;
- create more relevant offers and creatives;
- target advertising specifically to the target audience;
- avoid unnecessary expenses on attracting non-target clients;
- segment the audience to build stronger relationships and personalize offers.
A buyer persona helps not to waste efforts and resources on reaching those people who are least likely to become buyers. With its help, you can better understand what potential customers want, what they need, what fears they have, what channels they prefer to communicate with the brand.
We notice that very often, business owners do not know how to correctly create a buyer persona and assume that their client is a person from 18 to 65, which is obviously too general a representation. Therefore, when it comes to selling a product, many questions could arise such as how to unify messaging, how to build proper ad communication, what images, words, and a call-to-actions to use, since 18-year-old clients speak and think differently than those over 60.
Why Is a Buyer Persona Important?
In a highly competitive environment, marketers are constantly striving to improve their KPIs, whether it is increasing conversion, reducing the cost of a lead or increasing return on investment ROI. In this race, a buyer persona becomes a key tool that allows you to overtake your colleagues from a competitor company through better positioning and optimization of marketing costs. Our m1-project team highlights the following main reasons:
- Reducing customer acquisition costs
The better the target audience is defined, the less budget is spent on irrelevant segments. A clear understanding of pain points, needs and preferences allows you to launch personalized advertising campaigns that bring more conversions at lower costs.
- Better positioning reduces the burden on sales and customer success
When marketing is aimed at the right people and clearly conveys the value of the product, sales does not have to spend a lot of time explaining why this product is right for them. Customers come prepared and informed, which reduces the length of the deal cycle and increases the efficiency of salespeople. After the purchase, customer success teams face fewer questions, since customer expectations are initially correctly formed.
- Increase in key marketing metrics
Segmented marketing campaigns based on detailed buyer personas show better CTR, conversion, and engagement. For example, companies that tailor their email newsletters to the personal needs of segments receive 760 percent more revenue from email marketing, according to Campaign Monitor.
- Effective product strategy
Buyer personas help not only marketers, but also product teams. When a business understands key purchase motives and customer objections, it can more accurately develop a product and meet market expectations. This reduces costs on unnecessary features and increases competitiveness.
Structure of Buyer Persona Template
A good buyer persona template helps marketers better understand their audience, but a great template allows them to act with maximum precision. The main difference between a great template is the depth of the structure. The more information about the client is collected and systematized, the easier it is for a business to adapt marketing, sales, and product strategy to the real needs of the audience.
Great buyer persona templates include additional sections that allow you to not only describe the client, but also deeply understand their motivation, behavior, and selection criteria. Let's look at the key sections that make the buyer persona truly valuable.
The first section, jobs to be done for your buyer persona, helps you determine what key tasks the client is trying to accomplish. This could be solving specific work tasks, improving processes, or achieving strategic goals. Understanding these tasks allows you to create marketing and product messages that clearly show how your product helps meet these needs.
The next section, problems they face when trying to achieve their goals, focuses on the problems the client faces when trying to achieve their goals. Here it is important to identify the real barriers to success so that your product can be presented as an effective solution in the future.
The section related to the previous one, their pains and frustrations caused by these problems, reveals the emotions and negative consequences arising from these problems. This helps to better understand what really worries the client and what aspects of the solution are most important in terms of perceived value.
The triggers described in the section triggers specific situations prompt a buyer to seek a new solution help to determine what events or circumstances force the client to look for a new solution. This could be a change in business strategy, an unsuccessful experience with the current supplier, or changes in industry standards.
It is important to consider that the client always has alternative solutions to the problem. The section alternative ways to address the challenges that our solution tackles analyzes other ways in which the client can solve their problem without your product. This helps to build the right competitive positioning.
Equally important is the section what does your persona already know about the problem and other solutions, which helps to understand the level of awareness of the client. Knowing what alternatives are being considered and what myths or prejudices exist allows you to build communication with the client in their language.
When choosing a solution, the client is guided by certain criteria. The criteria buyer persona considers when choosing the solution section records key aspects that are important when making a decision, such as price, ease of use, level of support, or integration with other tools.
Clients often use certain tools and services to complete their tasks. The potential partners tools they use or need to do their job section indicates key platforms, programs, or technologies with which your product should be compatible or integrated.
Communication plays a key role in the decision-making process. The channels they prefer to communicate through section records preferred communication channels, such as email, instant messengers, calls, or webinars.
The last section sources they prefer to consume information about their field of work determines the sources of information that the client uses for self-education and professional development. These can be industry blogs, webinars, podcasts, books, or professional communities.
Using all of these sections in a buyer persona template allows you to create a truly valuable tool that not only describes the client but also helps build effective marketing, sales, and product development strategies.
The fundamental structure of a good buyer persona template:
- Basic information: name, age, position, industry, income level
- Client's business tasks and goals
- Key pain points and problems the client faces
- How the client currently solves their problems
- Key factors influencing the decision-making process
- Communication channels the client prefers
- Sources of information the client uses for professional development
Buyer Persona Examples
Evernote is a note-taking and productivity app that helps users capture, organize, and sync their notes, tasks, and ideas across devices.
Buyer persona of Evernote
HubSpot is a CRM platform that provides marketing, sales, customer service, and content management software to help businesses grow and engage customers.
Conclusion
Creating a detailed buyer persona template is a strategic tool that helps marketing, sales, and product teams operate more effectively. In addition to the basic demographic and professional characteristics of the client, an excellent template also includes their pain points, triggers, selection criteria, and behavioral preferences.
The more deeply the template is developed, the more accurately you can build marketing campaigns, optimize advertising budgets, and simplify the work of sales teams due to better positioning. This not only increases conversion and reduces the cost of attracting customers, but also creates a more loyal audience, which is especially important in a highly competitive environment.
By investing time in creating a high-quality buyer persona template, a company receives not just a portrait of its client, but a powerful tool for growing and scaling the business.
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