The buying process has changed significantly over the past decade – first led by the B2C space and followed soon after by B2B. Today’s buyers have taken on the bulk of the research and competitive assessment themselves, using online resources and social media. Prospects want to chart their own path, and want companies to help them buy – not sell to them.
Buyer personas continue to grow in popularity as the foundation for industrial marketers to build their campaigns, but do you understand why they’re so important to today's digital marketing? Do they seem pointless and a waste of time to you? Does developing personas feel like it takes time away from more valuable endeavors?
When properly created and effectively utilized, you might be surprised by how much buyer personas can impact your marketing effectiveness. And that’s the big problem, as the benefits inherent to them must be actively sought; just developing the personas alone won’t get you there. So let’s talk about what, exactly, they can do for you, and why industrial companies absolutely need them to successfully generate leads and grow sales.
Topics: buyer personas
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