New business is critical to revenue growth.
Organizations work tirelessly to find, target, and attract potential customers. However, in doing so, these companies often make a great deal of assumptions about who their potential customers are, how to reach them, what success looks like for them, and what their business pains are. They don’t take the time to define buyer personas. The most effective way to inform who your best prospects will be, and how your organization can help them, is to look closely at the buyer personas of your current customers.
It is important to determine who your company works closest with within your customer organizations, and sit down with them to learn all you can. At AE Marketing Group, we usually work directly with C-suite executives because they can make decisions across an entire organization. However, we also work with Director level employees on a day-to-day basis on the details and implementation of our work. Director level employees are the main users of our services, so their personas are just as important to understand as those of C-suite executives.
79% of B2B buying involves between 2-6 decision influencers or makers. This means it is critical to new business development to understand all personas in the decision making process.
Conducting buyer persona research will teach you how to effectively target prospective customers. Once you understand them, all language you use and creative you produce should apply those learnings. At AE Marketing Group, this research has allowed us to communicate more directly with our buyer personas and truly speak their language when pitching our services. Additionally, by going through this exercise to define buyer personas, we identified an opportunity to help our customers better align their own teams and speak more directly to their own prospects.