How many buyer personas do you need
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Marketers are building far too many buyer personas because they're segmenting based on buyer demographics such as job title, industry, and company size. Instead, you should segment buyers based on significant differences in how, when and why buyers make the decisions you want to influence. These three slides examine the difference in the example buyer persona shared here and on our website at www.buyerpersona.com/example.
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How many buyer personas do you need
- 1. ©2013 BUYER PERSONA INSTITUTE, INC. ALL RIGHTS RESERVED. Insights inform segmentation. How many buyer personas will ensure that your marketing is persuasive?
- 2. ©2013 BUYER PERSONA INSTITUTE, INC. ALL RIGHTS RESERVED. 5 Rings of Buying Insight Jonathan Agency Marketer Kristine In-House Marketer Priority Initiative New customers or newly targeted market segment New investment in digital marketing Success Factors Infrequent users won’t need training Single, comprehensive view of customers Solution grows with changing needs Control over automated response content Single, comprehensive view of customers Solution grows with changing needs Control over automated response content Perceived Barriers Not sure we can trust you Templates require users to know HTML Object to opt-in + first email response Concern about being blacklisted Can’t manage another system Not sure we can trust you Templates require users to know HTML Object to opt-in + first email response Concern about being blacklisted Can’t manage another system Buyer’s Journey Clients defer decisions to us We prioritize solutions that we know Expect web access to basic pricing info Need to see/use before I decide Calling to test your responsiveness A team evaluates, but I decide We prioritize solutions that we know Expect web access to basic pricing info Need to see/use before I decide Calling to test your responsiveness Decision Criteria Integrates w/most CRM & web platforms Works like other software I know, own Lots of easy templates, updated often Easy to use automated response Works like other software I know, own Lots of easy templates, updated often Easy to use automated response
- 3. ©2013 BUYER PERSONA INSTITUTE, INC. ALL RIGHTS RESERVED. Answer two questions to choose the right number of buyer personas Agency Marketer In-House Marketer 15 insights in common 1. Will you generate more revenue if you build separate strategies? 2. Do you have the resources to execute?