Using Buyer Persona Card Decks To Improve Lead Quality

Buyer personas are not new. Yet, they seem to be the newest rage for modern marketers. The problem is most are using Buyer Personas solely as a target audience profiling tool, rather than recognizing the power behind them.

In his May 27, 2013 blog post, What is a Buyer Persona? Tony Zambito addresses this concern:

“The original definition established in 2002:  What is a Buyer Persona?

Buyer personas are research-based archetypal (modeled) representations of who buyers are, what they are trying to accomplish, what goals drive their behavior, how they think, how they buy, and why they make buying decisions.  (Today, I now include where they buy as well as when buyers decide to buy.)

As you can see here, “this has nothing to do with profiling.  And, it has everything to do with buying behavior.”

Adele Revella, founder of Buyer Persona Institute and first person to recognize buyer persona can be applied to all marketing programs uses this definition on her website, “Buyer personas are examples of the real buyers who influence or make decisions about the products, services or solutions you market. They are a tool that builds confidence in  strategies to persuade buyers to choose you rather than a competitor or the status quo.”

She also states, “Marketers who segment buyer personas around key insights need, on average, half as many personas as those who focus on demographics such as job title, industry, geography or company size.  More critically, insightful buyer personas readily inform strategies for persuasive messaging, content marketing, product or solution launches, campaigns and sales alignment.”

 

Some Buyer Personas Resources:

Usabilityhelps you create profiles based on demographics [Requires a FREE account] >>>

Up Close & Personahelps you create profiles based on motivates [Requires an email address to send Persona Report ]] >>.

Buyer Persona Manifestoget a better understanding of the purpose and proper usage of Buyer Persona [ Ungated ]>>

Coming Soon! Targeting & Segmentation – A marketers guide to  building buyer persona(s) that identify your best sales qualified leads [Gated] >>