How to Create a Buyer Persona for B2B Marketing

Creating a Buyer Persona in B2B

Step 1: Picking Buyer Attributes

  • Demographics: What is their age, location, and company/industry?
  • Career:How long have they been working in the industry, what is their buying power, and what needs to happen in order to make buying decisions?
  • Lifestyle: What are their major work responsibilities and activities?
  • Media: Where do they go for trusted sources of information and networking: conferences, forums, and/or business social media?
  • Motivations/Objectives/Goals: What drives their buying decisions, and what business goals do they have?
  • Brands: What brands or products do they use already at their company? What do they like/dislike about those products?
  • Pain Points/Frustrations/Challenges: What problems do they have that they need help solving? What challenges do they have trying to meet their business goals/objectives?
  • Objections: What are frustrations they’ve had with related products or services (or with yours)?

Step 2: Research Buyers

3. Creating the Buyer Personas

  • Design visually-appealing, stand-out personas
  • Securely save your persona to the cloud so they are accessible to your team
  • Share your personas by embedding or linking content through Slack channels or emails
  • Annotate images to highlight important attributes of each persona when building your marketing campaigns

Adapt Your Marketing Strategies for Your Buyer Personas

  • Create eye-catching visual content to capture your audience’s attention
  • Optimize campaign workflows by using screenshots, GIFs, and videos to deliver feedback, as well as share campaign performance and lead generations
  • Find your content quickly with the Visual Search feature

--

--

--

Dad, Husband, and reformed ski bum. VP of Content and Digital Scorpion, Former CMO of CloudApp and Marketing Lead for Adobe.

Love podcasts or audiobooks? Learn on the go with our new app.

Recommended from Medium

You Need to Write Less If You Want to Engage More

ANTI-DO-TO: Get to Know Our Brand

Crowny Monthly Recap

How to set better business goals, BBG!

6 tips for using LinkedIn for business (without getting sucked into the social media vortex)

Mythbusters: Social edition

How to create a blogging strategy that drives growth

How to increase conversions on your affiliate campaign

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Joe Martin

Joe Martin

Dad, Husband, and reformed ski bum. VP of Content and Digital Scorpion, Former CMO of CloudApp and Marketing Lead for Adobe.

More from Medium

The Best SEO Tools That Will Help You Boost Your Ranking In SERPs — The Digital Cauldron

Understanding Addressability with Mobile Advertising

6 Tactics Ecommerce Businesses can Learn from Airbnb’s Marketing Strategy (+Bonus Tip!)

Airbnb’s growth marketing strategy and how it can be used to boost sales in an eCommerce store.

Review Google Digital Marketing & E-Commerce Professional Certificate (So Far…)