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July 2022
3 Min read
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How to Create Buyer Personas for Your B2B Business

Irina Yaroshenko

International Sales Manager info@scheduling-europe.com +4314120126

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A buyer persona is an image of your ideal customer, based on factual data from market research, competitor analysis, and existing customer profiles. 

They help you focus your time on qualified leads, focus product development on the needs of your target customers and align all work in your organisation.

Buyer personas can be created by research, surveys and interviews, all involving customers, potential buyers and those outside your contact base who may be the same as your target audience.

Following the interview, you need to identify patterns and commonalities from the answers to your interview questions, and then develop at least one primary persona.

For example, you might want to focus on professional information more than on demographics when creating B2B personas, and vice versa. 

Create your personas using templates to make sure your customer insights are easy to understand and remember.

Find out the template below.

Here’s how to work through the steps

  1. Fill in basic demographic information about the persona. In addition to the standard questions (age/gender/ approximate income/family status), it is useful to observe a person’s mannerisms and the kind of words and expressions they use
  2.  Motivation/goals/drivers. These are the answers you got to the “why” question. What drives people at work?
  3. What are the barriers to achieving your personas’ goals? Understanding what is blocking your persona will help you understand how your company can help him. For example, your respondent is short on time and you could suggest that they delegate some of their work to your managers. Or the person is on a tight budget. You could offer an installment plan, a free trial period, or a shortened version of your product or service.
  4. Give him a name! You will not be working with abstract people, but with real people. To make it easier for you to empathise with your persona, give him or her a real identity

Anna, marketer at Parachute LLC 

Gregory, freelance architect 

How your team now handles your persona – we will explain in the next post

 

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