By Paula Milam, Guest Blogger | 3.8.16
Marketers know every good decision centers on understanding your audience.
This is remarkably true for those in Business to Business (B2B) marketing.
That’s why we, at TruStar Response Marketing, are sponsoring this month’s NAMA B2B Special Interest Group: Create Buyer Demand with B2B Personas featuring Pat McAnally of SiriusDecisions. The event will be held from 7:30-9 a.m. on Tuesday, March 22, at Maggiano’s, located at 3106 West End Avenue in Nashville.
What exactly is a B2B Persona?
You can think of it as a personal portrait of the decision-maker you want to reach. Not the industry, not the company, not the department, not the title or function – a persona is a portrait of the real human person who will say, “Yes!” or “No.” to your offer.
This person has emotional beliefs, opinions, likes and dislikes, family, hobbies, and community involvement – individual traits that cannot be summed up in demographical statistics alone.
The more realistically you can draw each individual portrait, the more successful your business-to-business marketing will be.
We talk about B2B and B2C (business-to-consumer) separately, because the roadblocks, environments, and complexities can be quite different.
But in the end, the most successful marketing, the marketing that delivers more sales, is really B2P – business marketing to the PERSON.
In the past, much B2B marketing success focused on differentiating products and services from the competition by communicating clear benefits and features. But technology has changed the game.
In today’s highly connected, digitally prolific marketplace, everything is different. In fact, much of the decision making is made before your prospect may reach out to your business for a quote.
Already, B2C consumer marketers have struck gold by building personas and marketing to the individual needs and wants of the person. Yet B2B has lagged behind.
That’s why NAMA’s B2B Special Interest Group (SIG) invited Pat McAnally of SiriusDecisions to shed some light on the topic and to show how personas work in business marketing.
“Do interviews with your clients,” she urges. “Find out what keeps them up at night, what their pain points are. Then you can begin to have a meaningful conversation.”
McAnally will explain how small, medium, and large B2B companies can jump on board to gain deeper audience knowledge and get more real human people to say, “Yes!”
For details or to register for the NAMA B2B SIG Event, click here.
Additionally, SiriusDecisions, will host its 2016 Summit at Gaylord Opryland Hotel May 24-27. Learn more here.