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How to Create a Buyer Persona for B2B Marketing – ReadWrite

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To maximize your marketing campaign reach and get your content seen by the right audience, it’s important to get to know your customers.

Where do they go for trusted sources of information? What goes into their buying decisions? Knowing these answers can help you plan whole campaigns that target your ideal customers. The way to do this is to build buyer personas.

How to Create a Buyer Persona for B2B Marketing

A buyer persona, also known as a customer persona — is a customer description based on your actual customers’ demographics, behavior, lifestyle, motivations, and challenges. In a B2B context, buyer personas represent the buyers who make purchasing decisions for companies.

Creating a buyer persona is essential to B2B marketing success.

Creating a Buyer Persona in B2B

The basic steps to building a B2B buyer persona is similar to B2C customer personas, with a few important distinctions. Let’s review the steps to building buyer personas that will help you plan your marketing campaigns.

Step 1: Picking Buyer Attributes

team meeting
When building a buyer persona, you have to start by researching the customers you are interested in targeting.

Decide what attributes matter

There are some important attributes to include in your buyer personas. Because you need to go deeper into your understanding of customers, you will think about their lifestyle, motivations, challenges, and goals. Here are some categories that most marketers include:

  • 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)?

Keep the categories above in mind as you move on to the next step, which is to research your existing buyers and companies.

Step 2: Research Buyers

Illustration of mind

When researching your ideal buyer, the first step is to brainstorm which industries and companies your product or service would be a great fit for.

If you are unsure where to start, your company’s customer-facing teams, sales and customer service, have a lot of insights into your product or service’s potential customers. They can tell you a lot about your targeted industries, companies, and current buyers.

‍Once you have a better idea of who your buyers are, you can start researching online. To research B2B buyer personas, visit LinkedIn, which provides an in-depth look at various companies and industries. By looking at employee profiles, you can glean information about how long they’ve been in the industry or in the specific company, what their educational background is, and a lot more.

Consider your channels

‍LinkedIn also has many opportunities for sharing articles, communicating with other professionals in forums, and connecting with others. Listen to what people are saying there, as it can point you in directions about potential motivations, challenges, and problems people in different industries face day-to-day.

‍Because personas are based on actual customers, you need to interview people one-on-one, in small focus groups, or in detailed surveys. Use the attributes you want to include in your personas to help you plan your interview questions. Because you are interviewing business buyers, remember to be professional and mindful of their time.

In addition to interviews, you can use a variety of tools to mine for data including Google Analytics to look at keywords. This will help you learn what buyers are searching for when they find your website.

In addition to business social media, you can also take a look at Facebook or Twitter Analytics to see what topics buyers are sharing and commenting on. You can also look at what brands they are following, and add those to your persona.

Once you have completed the research stage, it’s time to move on to building your buyer personas.

3. Creating the Buyer Personas

Buyer personas for B2B should be business-focused.
Buyer personas for B2B should focus on business motivations, challenges, and objectives.

‍After spending so much time gathering data, you should start to see patterns emerge. You need to segment these buyers by industry and job positions. Then you can put the information together to create 2-6 buyer personas for your marketing team.

Each buyer should have a name and a face to bring your persona to life. For B2B, you can always separate personas by job titles, like Freddie Finance Manager or Imogene IT Manager. By using different job titles, it may help your team picture each buyer when it’s time to do the marketing.

You can get creative in how you present your 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

Your final deliverable should be visually appealing, shareable with any audience, and in an easy-to-digest format.

Adapt Your Marketing Strategies for Your Buyer Personas

Marketing funnel for B2B versus B2C.
The marketing funnel varies slightly for B2B and B2C, much like your personas. Source TrackMaven

The whole point of creating buyer personas is that it allows you to target your marketing strategies to segmented audiences.

One common use of this is in content marketing. It is easy to create content based on each persona, tailored to where that persona is on the customer journey.

If you are working on content to educate potential buyers in the awareness stage, you can start with your buyer persona and use that to sketch out your content ideas. Let’s look at an example using James Choi’s persona above. Let’s say a SaaS company providing marketing productivity software believes that James Choi is a potential buyer.

Looking at the persona, James gets trusted information from business social media. Let’s say that means LinkedIn.

You know your software provides solutions to problems listed on the persona, so you create videos or infographics related to those solutions. This content should then be promoted on LinkedIn, where it is most likely to be seen by the buyers most like James. This method generates leads and captures your intended audience’s attention.

Use visuals when possible

When you are choosing the media for your potential buyers, keep in mind that that 65% of all people are visual learners, and people will spend 10% more time looking at visuals on a page than text. Visual content marketing is a great strategy for all customers, whether B2B or B2C. You can use a tool like CloudApp’s free screen recorder brings screen capture for Mac and PC, annotated screenshots, and GIF creation to the cloud in an easy-to-use app so you can quickly create visual content.

In addition to providing tools to create customer personas, we help marketing teams:

  • 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
  • Store your customer personas in a tool like Filevine CRM

As your potential customers get further down the buying funnel, you can continue to use personas to plan content that will target them, from white papers and webinars to promoting demos and gated content. Personas allow you to use your deep knowledge of buyers to focus your content on sharing how your product or service adds value to their specific business objectives.

Remember the journey

For many businesses, the end of the buying funnel isn’t the end of the buyer’s journey.

A SaaS model depends on reducing customer churn by holding on to existing customers. Buyer personas will matter even more as businesses reach out to further develop and continue their relationship with buyers. This way, they hold on to current subscribers, even as they nurture and grow new leads.

In this digital age where customers, whether in B2C or B2B, are constantly bombarded with content and advertisements, businesses need to find a way to stand out from the crowd. By using buyer personas, your marketing team can craft messages and content that will capture your audience’s attention and convert them into buyers.

Top Image Credit: tima miroshnichenko; pexels

Joe Martin

Joe Martin

VP of Marketing

Joe Martin is currently the GM and VP of Marketing at CloudApp, a visual collaboration tool. He has more than 13 years of experience of marketing in the tech industry. Prior to his role at CloudApp, Martin was the Head of Social Analytics at Adobe where he led paid social strategy and a research team providing strategic guidance to organizations within the company. He has an M.B.A. from the University of Utah’s David Eccles School of Business, Executive education in Entrepreneurship from Stanford Graduate School of Business, a B.S. in Finance from the University of Utah and a digital marketing certificate from The Wharton School of Business at the University of Pennsylvania. His work has been published in the Associated Press, Wall Street Journal, NY Times, and other top tier outlets.

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Fintech Kennek raises $12.5M seed round to digitize lending

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London-based fintech startup Kennek has raised $12.5 million in seed funding to expand its lending operating system.

According to an Oct. 10 tech.eu report, the round was led by HV Capital and included participation from Dutch Founders Fund, AlbionVC, FFVC, Plug & Play Ventures, and Syndicate One. Kennek offers software-as-a-service tools to help non-bank lenders streamline their operations using open banking, open finance, and payments.

The platform aims to automate time-consuming manual tasks and consolidate fragmented data to simplify lending. Xavier De Pauw, founder of Kennek said:

“Until kennek, lenders had to devote countless hours to menial operational tasks and deal with jumbled and hard-coded data – which makes every other part of lending a headache. As former lenders ourselves, we lived and breathed these frustrations, and built kennek to make them a thing of the past.”

The company said the latest funding round was oversubscribed and closed quickly despite the challenging fundraising environment. The new capital will be used to expand Kennek’s engineering team and strengthen its market position in the UK while exploring expansion into other European markets. Barbod Namini, Partner at lead investor HV Capital, commented on the investment:

“Kennek has developed an ambitious and genuinely unique proposition which we think can be the foundation of the entire alternative lending space. […] It is a complicated market and a solution that brings together all information and stakeholders onto a single platform is highly compelling for both lenders & the ecosystem as a whole.”

The fintech lending space has grown rapidly in recent years, but many lenders still rely on legacy systems and manual processes that limit efficiency and scalability. Kennek aims to leverage open banking and data integration to provide lenders with a more streamlined, automated lending experience.

The seed funding will allow the London-based startup to continue developing its platform and expanding its team to meet demand from non-bank lenders looking to digitize operations. Kennek’s focus on the UK and Europe also comes amid rising adoption of open banking and open finance in the regions.

Featured Image Credit: Photo from Kennek.io; Thank you!

Radek Zielinski

Radek Zielinski is an experienced technology and financial journalist with a passion for cybersecurity and futurology.

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Fortune 500’s race for generative AI breakthroughs

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Deanna Ritchie


As excitement around generative AI grows, Fortune 500 companies, including Goldman Sachs, are carefully examining the possible applications of this technology. A recent survey of U.S. executives indicated that 60% believe generative AI will substantially impact their businesses in the long term. However, they anticipate a one to two-year timeframe before implementing their initial solutions. This optimism stems from the potential of generative AI to revolutionize various aspects of businesses, from enhancing customer experiences to optimizing internal processes. In the short term, companies will likely focus on pilot projects and experimentation, gradually integrating generative AI into their operations as they witness its positive influence on efficiency and profitability.

Goldman Sachs’ Cautious Approach to Implementing Generative AI

In a recent interview, Goldman Sachs CIO Marco Argenti revealed that the firm has not yet implemented any generative AI use cases. Instead, the company focuses on experimentation and setting high standards before adopting the technology. Argenti recognized the desire for outcomes in areas like developer and operational efficiency but emphasized ensuring precision before putting experimental AI use cases into production.

According to Argenti, striking the right balance between driving innovation and maintaining accuracy is crucial for successfully integrating generative AI within the firm. Goldman Sachs intends to continue exploring this emerging technology’s potential benefits and applications while diligently assessing risks to ensure it meets the company’s stringent quality standards.

One possible application for Goldman Sachs is in software development, where the company has observed a 20-40% productivity increase during its trials. The goal is for 1,000 developers to utilize generative AI tools by year’s end. However, Argenti emphasized that a well-defined expectation of return on investment is necessary before fully integrating generative AI into production.

To achieve this, the company plans to implement a systematic and strategic approach to adopting generative AI, ensuring that it complements and enhances the skills of its developers. Additionally, Goldman Sachs intends to evaluate the long-term impact of generative AI on their software development processes and the overall quality of the applications being developed.

Goldman Sachs’ approach to AI implementation goes beyond merely executing models. The firm has created a platform encompassing technical, legal, and compliance assessments to filter out improper content and keep track of all interactions. This comprehensive system ensures seamless integration of artificial intelligence in operations while adhering to regulatory standards and maintaining client confidentiality. Moreover, the platform continuously improves and adapts its algorithms, allowing Goldman Sachs to stay at the forefront of technology and offer its clients the most efficient and secure services.

Featured Image Credit: Photo by Google DeepMind; Pexels; Thank you!

Deanna Ritchie

Managing Editor at ReadWrite

Deanna is the Managing Editor at ReadWrite. Previously she worked as the Editor in Chief for Startup Grind and has over 20+ years of experience in content management and content development.

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UK seizes web3 opportunity simplifying crypto regulations

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Deanna Ritchie


As Web3 companies increasingly consider leaving the United States due to regulatory ambiguity, the United Kingdom must simplify its cryptocurrency regulations to attract these businesses. The conservative think tank Policy Exchange recently released a report detailing ten suggestions for improving Web3 regulation in the country. Among the recommendations are reducing liability for token holders in decentralized autonomous organizations (DAOs) and encouraging the Financial Conduct Authority (FCA) to adopt alternative Know Your Customer (KYC) methodologies, such as digital identities and blockchain analytics tools. These suggestions aim to position the UK as a hub for Web3 innovation and attract blockchain-based businesses looking for a more conducive regulatory environment.

Streamlining Cryptocurrency Regulations for Innovation

To make it easier for emerging Web3 companies to navigate existing legal frameworks and contribute to the UK’s digital economy growth, the government must streamline cryptocurrency regulations and adopt forward-looking approaches. By making the regulatory landscape clear and straightforward, the UK can create an environment that fosters innovation, growth, and competitiveness in the global fintech industry.

The Policy Exchange report also recommends not weakening self-hosted wallets or treating proof-of-stake (PoS) services as financial services. This approach aims to protect the fundamental principles of decentralization and user autonomy while strongly emphasizing security and regulatory compliance. By doing so, the UK can nurture an environment that encourages innovation and the continued growth of blockchain technology.

Despite recent strict measures by UK authorities, such as His Majesty’s Treasury and the FCA, toward the digital assets sector, the proposed changes in the Policy Exchange report strive to make the UK a more attractive location for Web3 enterprises. By adopting these suggestions, the UK can demonstrate its commitment to fostering innovation in the rapidly evolving blockchain and cryptocurrency industries while ensuring a robust and transparent regulatory environment.

The ongoing uncertainty surrounding cryptocurrency regulations in various countries has prompted Web3 companies to explore alternative jurisdictions with more precise legal frameworks. As the United States grapples with regulatory ambiguity, the United Kingdom can position itself as a hub for Web3 innovation by simplifying and streamlining its cryptocurrency regulations.

Featured Image Credit: Photo by Jonathan Borba; Pexels; Thank you!

Deanna Ritchie

Managing Editor at ReadWrite

Deanna is the Managing Editor at ReadWrite. Previously she worked as the Editor in Chief for Startup Grind and has over 20+ years of experience in content management and content development.

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