You may also know "Buyer Persona" as Customer Segmentation. Others may call it your ideal buyer profile. When you generate leads using Inbound Marketing, identifying your buyer persona is one of the critical task of the Inbound Marketing Methodology.
No matter what you call it, identifying who buys your product or service and why they buy it, remains a complex task and is a key part of delivering sales-ready leads to your sales force.
Do You Know Your Buyer Persona?
In order to truly generate a robust buyer persona, inbound marketing really benefits from face-to-face customer interaction. You should, of course, do as much as you can online. But because so much of what is communicated is non-verbal, up to 80% of all the value in the Buyer Persona development process is in having real life interactions with customers, both happy and unhappy ones.
It is not always easy for a customer to explain why they do something. The Job To Be Done or JTBD approach requires deep research. That's why it is as much art as science when conducting user interviews.
Developing your ideal buyer profile is an on-going process, and our process is holistic, meaning as your lead generating machine begins to improve, we have to continuously revisit this issue with you to improve the 'focus' and results. We combine techniques such as Interviews, Surveys, and research to find out what your customers really wants.
To help get you get started, we have developed a unique Buyer Persona Development Kit which you can download by completing the form.