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Personas are semi-fictional characters that represent what typical interlocutors have in common in terms of sociodemographics and challenges/ambitions and objections. They should be designed with someone in mind to facilitate the process. Imagine the people to whom you usually present your offer and send proposals, whether they are decision-makers or influencers. This is at a business level, because organizations, especially technology companies, are increasingly also including those related to recruitment/retention, given the scarcity of talent and the criticality of attracting and retaining the profiles needed for projects.
Along with the famous Golden Circle (Why/Purpose, How/Process and What/Proof), Personas should be one of the first things to define at a strategic level, as they are the basis of any future action. Everything is planned and executed for them, and they represent the foundation of attraction marketing or Inbound Marketing . Ideally, there should be no more than 2-5 personas to avoid creating too much complexity.
Therefore, in any marketing initiative (blog article, social media post, email campaign, event, etc.), always indicate which Persona you are targeting and what challenge you are trying to address. Naturally, this will increase the chances of capturing their interest, identifying with the message, recognizing that the company is really addressing them, that it understands their pain points, that it shares valuable information with them, that it has the necessary know-how and the right solution to address them.
For example, at OUTMarketing we have three Personas: Adam, Eve and Noah. They all work in the Technology sector (which is our sole focus) and are the people we interact with for possible collaboration. Adam is the CEO, Eve is the Marketing Manager and Noah is the Business Developer. By knowing each of them perfectly and what drives them, we can direct our efforts in the best way, be relevant, impact those who really matter to us, and not waste unnecessary time and resources.
In short, here are the elements that should be taiwan phone numbers included in the definition of Personas for a B2B business:
Assigned name
Role and position in the company, education, experience, daily routine, age range
Role in purchasing (recommends, influences, decides, blocks), internal interconnections and level of openness to new solutions/suppliers/investments
Type of content you are interested in, what you value and what sources you usually use to stay informed/updated
Industry(s) and relevant geographies (must work in one of them)
Concerns, issues, aspirations and goals at work (and how your company can help address them)
Main objections presented in the purchasing process (and how your company can overcome them)
How do I gather all this information?
In many ways. Some of them can be easily identified by brainstorming with the team that normally interacts with customers. Their contributions are absolutely essential. Whether they are from the sales department, customer support, consultants working on projects or marketing. In other words, those who deal with customers on a daily basis and experience “first-hand” what they complain about, value and need/aspire to. In addition, you can directly approach contacts you trust, who will certainly be open to providing the input you need. After all, this can only lead to better results for everyone. Not in an “interrogatory” manner, but through a fluid and contextualized conversation. In any situation, and as you well know, acting based on reliable data is always the best option.