(This is the second in a series of guest posts for Silverpop written by Jeff Ogden, president of B2B lead generation company Find New Customers.)
Marketing is under pressure to create activities to drive sales leads:
- Let’s do a new white paper!
- We should do a Webinar this month.
- Let’s sign up as a sponsor for an event.
No doubt those are useful activities, but ask yourself some questions. What will our white paper be about? What should the topic of the Webinar be? Which event should you attend? Too many marketers guess at the answers.
To answer those questions, you need deep insights into prospective buyers.
- What are their key issues and concerns?
- Where do they go for information? (peers, Facebook, LinkedIn, etc.)
- Whom do they trust? (analysts, peers, consultants, etc.)
But one of the most common mistakes in developing buyer personas is failing to make the persona/product connection. Your goal is to uncover sales leads, not just talk to buyers. Expert Adele Revella of BuyerPersona.com emphasized this in my interview of her on Mad Marketing TV.
The key is to ask about the problems buyers were trying to solve when they selected your product and what results they got from using it. The goal is to put the purchase in the terminology and view of the buyer. If you can articulate your product value in buyer terms, you’ll be vastly more effective.
The bottom line is this: Without comprehensive buyer personas, your downstream marketing activities will lack effectiveness.
Action Item: Do some research and download the free templates at www.buyerpersona.com/.
1) Blog: “Four Keys for Success Using Buyer Personas to Focus B2B Marketing Automation Campaigns”
2) Blog: “Joe Pulizzi on Content Marketing, Social Media and Listening Better”
3) eBook: “Best Practices for Marketing Excellence and Operational Efficiency