Creating a customer persona The process of creating either a customer profile or customer persona will help you to clearly define your customer’s needs by understanding their buying patterns (what, how and where they buy) and more importantly, their motivations for buying. Your customers should be the driver behind every marketing decision in your business. What’s the difference between a customer profile and a customer persona? a customer profile is a basic high-level description of your ideal customers a customer persona is a fictional customer (with a photo, name, personality etc.) that represents the common traits of your ideal customers. In regards to defining Buyers Persona, I personally like Tony Zambito’s case study. According to which, Why to research Buyer Personas? The purpose of researching and modeling buyer personas is to help us gain a deeper understanding of buyers and their buying behaviors. This helpful understanding aimed at informing decisions on marketing and sales strategies. Learning about the buyers of today involves learning about the new language of buyers. A deeper understanding also requires we develop a new robust vocabulary about buyers – expressed in everyday terms. This new vocabulary must be consistent as in any practice and discipline. Where They Buy The explosion of multiple channels in the new digital age makes this more important to understand than a dozen years ago. Understanding how buyers wish to travel seamlessly through channels is emerging as a competitive difference maker. We want to know how this affects buying behavior. When They Buy Nurturing is beginning to mature as a concept. Potential buyers can be in the “not in the market” and “not ready to buy” category. Greater understanding of how buyers and influencers behave during these periods can make the difference between having a pipeline next year – or not. Why This Definition Still Matters This definition is central to the fundamentals of buyer persona development. Designed to help us make informed decisions on marketing and sales strategies. It still matters, even more so today, due to this one important reason: B2B buying behaviors continue to change at a rapid pace never before seen. Your customer’s Persona is vita to ensure your marketing efforts generates optimum sales. The better your understand your customers the effective the result gets. If any one of you have any questions, feel free to shoot in the comment section and I’ll be happy to answer them.
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