Buyer Personas Research That Positions
You for B2B Content Marketing Success
Dig deep into the five rings of buyer insight to enrich your marketing with actionable, in-depth insight.
What many marketers refer to as their buyer personas are just rough character sketches based on internal discussion. It’s no wonder that when marketers use those personas to drive a content marketing strategy, things don’t work out as planned.
A quality buyer persona isn’t a psychographic or a profile — it’s a deep exploration your customer’s buying process, from the decision to seek a solution, to engaging with the various offerings, evaluation, and purchase decision.
I'm certified by the
Buyer Persona Institute
A Proven System for Buyer Persona Development
I’m a big fan of the Buyer Persona Institute and the system they’ve developed for building actionable buyer personas. Their founder Adele Revella is a recognized expert in the field who’s made buy personas her life’s work.
What distinguishes the Buyer Persona institutes model from other strategies?
Let’s start with the 5 Rings of Buyer Persona Development.
What compelled your prospect into action. Why did they decide to begin to allocate their budget in a way that put your company on their radar?
Go beyond just benefits, you’re need to talk about the things that your buyer found most interesting and narrow your messaging to what matters.
What concerns are preventing your buyers from feeling they can’t achieve their goals? Why would buyers choose another company?
Which attributes of the product or solution did your buyer focus on when they were doing their research? What made them choose your over the competition?
Which resources do your buyers trust as they weigh their options? Don’t just focus on the sales process, but dig into the resources that helped them make their decision.
Planning a Buyer Persona Research Study
You don’t need lots of buyer personas to effectively market your products or services. In fact, the research methods and development methods often greatly reduce the number of personas in your organization and help you focus your marketing efforts.
How many interviews will you need to do? For an unsegmented study, you should plan on conducting on average around 10 interviews to develop a quality buyer persona. If you’re segmented your study, then you’re going to need 6 – 8 interviews for each segment.
When should you segment your buyer persona study?
Can you afford to implement a marketing strategy that targets multiple personas?
Do you have stakeholders who are responsible for different markets?
Do you not know how many personas you need? You may discover you need more through the interview process
Who to Include in Your Buyer Persona Study?
Before you start building buyer personas, you should make sure that the right people will be available for the interview process. To build quality personas, you’re going to want the right mix of interviewees, which should include:
These folks are likely to accept an interview because they’re happily working with you already. But you don’t want just people who are enthusiastic customers, so choose people who you think considered other solutions carefully.
Prospects Who Didn't Chose Your Company
Maybe the most important group of interviews, this group can give you excellent insights into where your solutions fell short and why prospects end up choosing the competition, giving you a deep view of your entire addressable market.
Prospects Who Stopped Considering You
Typically the lowest value of your interview cohort, this group is made up of prospects who downloaded your white papers and then went quiet. While you won’t reliably get valuable insights from this group, it’s still useful to have some in your study.
Actionable Marketing Insights and Intelligence
Content marketing takes time and intelligence. Not only do you need to generate new and engaging content for your prospects, but those efforts must be targeted to the precise needs of your buyers.
To help them achieve that consistency, most businesses rely on an external partner, like BIOS Marketing & Communications.
email me: charles (at) hellobios . com
phone: 978 908 7496