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buyer personas Archives - IntegratedB2B
Opinions, best practices and research into B2B marketing strategy and practices

How to flesh out your B2B buyer personas

Know your personas

Buyer personas have been used for years to help marketers hone in on what causes purchasers to make positive buying decisions. They are basically character sketches that lay out your target prospect’s background, demographics, objections, challenges, hobbies, and interests. B2C buyer personas are relatively straightforward. What does your target prospect do for a living? How does he spend his time? What car does she drive? Where do they work? But, that is not the case for B2B.

B2B buyer personas are a tad more difficult. Now you have multiple people in charge of buying decisions, usually stakeholders or board members. So, how can you possibly create an accurate persona when you’re trying to nail down several different personalities, lifestyles, and habits? Continue reading

Rapid buyer persona development

My colleagues and I were recently thrown a challenge by one of our clients to identify and describe its key stakeholder personas in half a day. On first thought, and despite our in-depth knowledge of the company and its industry (offshore engineering services), it seemed an impossible task, especially because the company has several business areas and various customer types within each of those business areas. But always up for a challenge, my colleagues and I planned a high-intensity session with the outcome of clearly defined buyer personas representing the most important revenue streams. Continue reading