An important shift that I’m seeing more frequently is tailoring marketing content by persona. Seems like a no-brainer: focus on the “who” of your customers to be able to address them directly in their voice, about their concerns. My experience has been that most B2B companies understand that is what they should do, but the pull of talking about their own products and services in their own voice is irresistible.
Marketing Sherpa published in their Chart of the Week some research on the methods of developing buyer personae. Major emphasis: interviews – going to the customers and prospects (64%) and talking to sales (56%).
They make a further point to balance this qualitative data with more traditional quantitative data. I’m in total agreement with the interview method. There’s nothing worse than a buyer persona that describes who we “think” the buyer is, as opposed to mirroring the actual buyer.
– Lisa Dennis