Buyer personas are generalized representations of your ideal customers. You may have heard the seemingly silly alliterative names like “Enterprise Ed” or “Small Biz Sally” before (there is a purpose – the naming devices improves memory and helps usage). Defining your own personas - as specifically as possible - helps you understand your prospective and existing customers better. 这种方式, you can more easily tailor marketing content and channels, 销售场地, customer service assistance and even product or feature development to the needs, behaviors and concerns of different customer groups.
Buyer personas equip you to attract the prospects and customers you 想要 – those prospects that are most likely to convert and that will benefit most from your product or service, to become the most profitable customers for your business.
您还可以建立非目标角色, 或消极的角色, 来描绘你的客户类型 不 想要. These personas represent prospects and customers that will not benefit from your product or service and won’t be profitable for your company. When you weed them out, you can maximize the efficiency of your 销售 and marketing.
We’ve created a buyer persona template to help you develop your own personas. 在这里下载模板.
整个组织受益, though 销售 and marketing tend to be the functions that live and breathe by the established buyer personas. Here are some ways organizations can (and should) use buyer personas to inform their decisions:
Understand target personas’ preferences and habits to inform your marketing strategies, from content creation to advertising to channels of focus and so on.
Understand what resonates with prospects as you define 销售 and marketing messaging.
Learn how to educate your prospects at the top of the funnel so they're primed for a 销售 conversation.
Segment and contextualize your interactions through the funnel (and entire customer lifecycle) to each target persona.
Inform product development and prioritization according to target personas’ challenges and needs.
如何发展你的买家角色
让合适的人参与进来. 通常, you’ll at least 想要 representation from customer-facing teams: marketing, 销售, customer success or account management and customer service. Depending on your organization, you might bring in other functions or executives, as well.
建立目标人物角色. Each persona should be unique – they may represent buyers from different market segments or different functions and job roles. If you have different business units, you may need to develop personas for each line of business. Finally, remember that the buyer does not always end up as the user. If that’s the case in your business, consider developing target buyer personas and user personas.
开始定义你的角色. You 想要 to describe your target personas in as much detail as possible, so you can most effectively target and engage with prospects and customers. Each persona’s description should have a breakdown of demographics, 工作及行业概述, 动机, 个性与购买行为, 关键信息传递点. (下载此免费模板 全面崩溃).
You can gather this information through a mix of methods:
First-hand conversations with or knowledge of your ideal existing customers
First-hand conversations with prospects during the 销售 cycle
Generalized trends extracted from your customer databases
Third-party market research and demographic data
This is a sampling of questions you might answer as you develop your personas:
How do prospects hear about you and how do they find you?
What was their motivation for initiating a 销售 conversation?
What are their challenges or pain points in their business and how do you help them achieve their goals and overcome their challenges?
他们的购买标准是什么?
是什么让他们扣动扳机购买的?
What questions did they ask during the 销售 process, or what do they ask the customer care team?
勇往直前，征服一切
Now that you’ve created your personas, put them to use. Present your target personas to your organization and educate teams on why they should familiarize themselves with the personas and how to use them.
有了你现在拥有的信息和指导:
Refine your messaging to better attract and resonate with prospects;
Train your 销售 team to relate to prospects’ challenges and goals, and handle common objections; and
Optimize your marketing plan to reach your target audiences on the channels they use.
Your business will reap the rewards from efficiently targeting your ideal market.
Create your own Enterprise Eds and Small Biz Sallys: Download our free buyer persona template.
Our Formula for Creating Targeted Buyer Personas
什么是买家角色，你为什么需要他们?
Buyer personas are generalized representations of your ideal customers. You may have heard the seemingly silly alliterative names like “Enterprise Ed” or “Small Biz Sally” before (there is a purpose – the naming devices improves memory and helps usage). Defining your own personas - as specifically as possible - helps you understand your prospective and existing customers better. 这种方式, you can more easily tailor marketing content and channels, 销售场地, customer service assistance and even product or feature development to the needs, behaviors and concerns of different customer groups.
Buyer personas equip you to attract the prospects and customers you 想要 – those prospects that are most likely to convert and that will benefit most from your product or service, to become the most profitable customers for your business.
您还可以建立非目标角色, 或消极的角色, 来描绘你的客户类型 不 想要. These personas represent prospects and customers that will not benefit from your product or service and won’t be profitable for your company. When you weed them out, you can maximize the efficiency of your 销售 and marketing.
We’ve created a buyer persona template to help you develop your own personas. 在这里下载模板.
整个组织受益, though 销售 and marketing tend to be the functions that live and breathe by the established buyer personas. Here are some ways organizations can (and should) use buyer personas to inform their decisions:
如何发展你的买家角色
让合适的人参与进来.
通常, you’ll at least 想要 representation from customer-facing teams: marketing, 销售, customer success or account management and customer service. Depending on your organization, you might bring in other functions or executives, as well.
建立目标人物角色.
Each persona should be unique – they may represent buyers from different market segments or different functions and job roles. If you have different business units, you may need to develop personas for each line of business. Finally, remember that the buyer does not always end up as the user. If that’s the case in your business, consider developing target buyer personas and user personas.
开始定义你的角色.
You 想要 to describe your target personas in as much detail as possible, so you can most effectively target and engage with prospects and customers. Each persona’s description should have a breakdown of demographics, 工作及行业概述, 动机, 个性与购买行为, 关键信息传递点. (下载此免费模板 全面崩溃).
You can gather this information through a mix of methods:
This is a sampling of questions you might answer as you develop your personas:
勇往直前，征服一切
Now that you’ve created your personas, put them to use. Present your target personas to your organization and educate teams on why they should familiarize themselves with the personas and how to use them.
有了你现在拥有的信息和指导:
Your business will reap the rewards from efficiently targeting your ideal market.
Create your own Enterprise Eds and Small Biz Sallys: Download our free buyer persona template.
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