If your sales team isn’t aware of the buyer personas your marketing team has created, then your marketing efforts are useless. It’s important that your sales team is on board with your marketing strategy and that they’re using the buyer personas to guide their sales efforts. Otherwise, all of your hard work will go to waste.
Sales success depends on having a customer-driven strategy, which starts with developing strong buyer personas. If you’re unsure how to use buyer personas for sales enablement, this article will help you get started so that your reps can close more deals quickly.
What Are Buyer Personas?
A buyer persona is a fictional character representing a segment of your customer base. They are based on real data about your customers, including demographics, behaviour patterns, and motivations. Buyer personas help you understand your customers better so you can communicate with them more effectively.
Persona research is all about understanding your target customer. This includes understanding their needs, wants, and motivations. It also includes understanding their communication style and how they prefer to engage with the sales process. All of this information can be used to create a more targeted and effective sales strategy.
1. Creating a Better Content Strategy
Your potential customers may shop for multiple options online before contacting you. Because of this, you need to have something out there speaking on your behalf to form an opinion of your product or service.
Creating personas is a process of research and discovery that allows you to get into the heads of your target audience. By understanding their needs, wants, and motivations, you can produce content that appeals directly to them rather than taking a one-size-fits-all approach.
Creating buyer personas helps you target the clients you want to attract. You can create case studies, FAQs, whitepapers, and more that address their specific questions and concerns. Additionally, personas are useful for maintaining relationships with current buyers.
As you continue working with a potential customer, don’t forget the importance of content. Studies have shown that companies who use inbound content strategies and produce content tailored to their target audience see a 45 percent increase in Sales Accepted Leads.
2. Building New Market Expansion Strategies
Creating buyer personas can help simplify expanding to a new market. When selling to people in another country or who speak a different language, it is important to be familiar with the customs in that market area. Creating personas can help you to find similarities with your current clients, build presentations or sales pitches that are effective for the target audience, and have an ideal customer representation to work towards.
If you’re working with an experienced team of salespeople who are outsourcing their services, they can help with your efforts to develop personas. This is because they probably have experience connecting with clients and potential clients in the region.
3. Advertising and Connecting Better
The internet has created new opportunities for marketing that allow businesses to be more targeted in their efforts. This means businesses can connect with potential customers more likely to be interested in what they offer. When trying to reach out to your target audience, it can be helpful to create buyer personas. This will help you focus your efforts and reach the right people.
You can target a specific group of people when advertising through social media or digital ads. This allows you to reach those who you think specifically would be interested in your product or service. If you’re using social selling, you can look for potential customers that fit your persona and then reach out to them with targeted messaging.
4. Writing More Intelligent Conversational AI
A persona is a tool that helps you create a more in-depth understanding of your potential buyer. It allows you to interact with them more personally and get to know their specific wants, needs, and pain points. However, if you are not the first person they contact at your company, you may not have the opportunity to use this tool.
Don’t worry; your buyer persona development can still be useful. In other words, by using AI, you can use your information about your buyer persona to create more effective conversations with them. Your buyers want to feel like they’re talking to a human, not a chatbot. So make sure your conversations have a personal touch.
Buyer personas help salespeople focus on their target audience’s needs, understand what motivates them, and craft more effective sales strategies. By developing well-rounded buyer personas, businesses can improve their sales outcomes, better serve their customers and make more informed decisions about their marketing efforts.
Acquisent is an account-based marketing agency for software companies. We know that scaling a business is challenging, which is why we make it less exhaustive, fun, and wildly more predictable with our 3-STEP ABM System. We help software founders, CEOs, entrepreneurs and owners target and engage prospects smarter to convert and sell faster. If you need people-based marketing, we’ve got you covered! Get in touch with us today!