How buyer personas provide insights into how, when and why buyers make decisions and how marketing and sales teams can use these insights to shape value propositions, messaging, content and website design for optimal results.

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Why Buyer Personas
Aren’t Just For Sales
Jan Willis
jan.willis@wowconsulting.co.uk
Twitter @wow_consulting

2. As marketers we need deep
insights about each of our
buyer segments so we can
position our solution as the
best fit for their needs
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4. How Well Do You Know
Your Customers?

5. Do you know how, when and why
buyers make decisions you want
to influence?

6. Do you use this insight to
shape your value
proposition, messaging,
content strategy and
website design?
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7. 56% of companies don’t
have buyer personas
Of the 44% that do 85%
aren’t using them effectively
WHY?

8. This is NOT a buyer
persona

9. Buyer profiling is not the same
as buyer personification which
seeks to understand buyers’
goals and behaviours in
human terms in order to help
them achieve their goals.
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10. What Buyer Personas Tell
Us• Which type of buyer will respond to lead
gen campaigns
• What to include in messaging strategy and
marketing content
• Where to prioritise marketing investments
• When sales people and campaigns can
engage qualified buyers
• How to focus creative and marketing efforts
to impact buyer’s choices
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11. A useful buyer persona tells
you things you don’t already
know. It can’t be built using
existing data or surveys.

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13. 5 Rings of Buyer Insight
• Why some buyers make your solution category a strategy priority and
others choose the status quo.
• What pain points buyers are looking to eliminate and improvements
they expect to see and how.
• What criteria buyers use to evaluate solutions and make a purchasing
decision and why.
• Why some buyers would not perceive your company or solution as their
best option.
• Which buyers are involved in the decision and what resources they trust
to guide their decision.
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14. Your Buyers’ Authentic
Voice

15. The difference between knowing
exactly where to go when you walk
into a store and wandering down a
dozen aisles that don’t interest
you before you find what you need.
Persona Based Web Design
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16. Shows customers we understand
them and allows us to deliver a
better, more personalised
experience.
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17. How To Do It
• Allow visitors to self-identify and choose their
adventure
• Create a customised page for each persona with
targeted messaging, language and content as well
as links to other targeted content, offers, products
• Create targeted landing pages and content offers
that cater to their specific needs, problems and
interests with industry or persona specific examples
• Use categories and tags to segment your resources,
blog content, case studies and product pages
• Tailor your calls to action to each persona

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20. In summary
Buyer personas provide deep insights
that allow you to align your
targeting, segmentation, messaging
and sales enablement strategies and
deliver a personalised experience
that drives more engagement and
wins your buyer’s trust and business.
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21. Resources
The 5 Rings Of Buyer Engagement
www.buyerpersonas.com
Free Buyer Persona Template
http://inbound.wowconsulting.co.uk/how-to-create-
buyer-personas-free-template
In-house workshops
jan.willis@wowconsulting.co.uk
0208 257 3592
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