A B2B buyer persona plays a vital role in helping B2B marketers in many ways. As a growing B2B business, it is essential to learn to build your own B2B buyer persona that can benefit your marketing company. These B2B buyer personas are helpful in creating strong alignments across various departments in an organization.
This article aims to help readers gain a better understanding of what a B2B buyer persona is, and learn more about the essential traits they must consider when they create a B2B buyer persona.
What Is a B2B Buyer Persona?
A study on buyer persona says that more than 60% of B2B buyers are more likely to make repeat purchases. With such an analysis of customer behavior, businesses must create a unique B2B buyer persona. This B2B buyer persona refers to the fictional character representation of a company’s, or an organization’s, ideal client. The B2B buyer persona consists of information about the persona’s personality, as well as key characteristics that can help businesses understand who the prospect you are talking to is and their business type. Most often, the B2B buyer persona creation focuses mainly on the decision maker or key purchaser of the business or organization.
Now that you know what a B2B buyer persona is, let’s discuss some of the essential traits to consider when you develop a B2B buyer persona.
5 Traits to Consider to Create a B2B Buyer Persona
Some essential traits you should consider to create an effective B2B buyer persona are as follows:
- Their role in the purchasing process
- Motivational factors
- Problems, issues, and difficulties
- Priorities and organizational goals
- Purchase pattern
Let’s discuss these 5 traits in detail.
#1 – THEIR ROLE IN THE PURCHASING PROCESS
One of the key traits is to be aware of the person’s role in the company, and the purchasing process. Knowing their job title and their role can benefit you in many ways. It also helps you determine who in the company or the department is more influential in the purchasing and decision-making process.
You might not appreciate wasting all your efforts and time marketing to an individual who has no authority, or influence in the purchasing process. Generally, when it comes to purchasing decision-making, different people from various departments are a part of the process. So, it is essential to know the most influential and authoritative individuals.
#2 – MOTIVATIONAL FACTORS
As a part of researching and gathering information, you must also know about the motivational factors of the persona. You must know what best motivates your prospective client to make a purchase of the service or product you offer.
Here are some probing questions you can ask:
- Does your service or product help the person get where they wish to go?
- Where is the organization or the individual trying to go?
- Can your service or product help the individual progress further in their organization?
- Does the organization have any plans to become more efficient, cut costs, or see faster growth?
#3 – PROBLEMS, ISSUES, AND DIFFICULTIES
When you build your B2B buyer persona, you must also be well aware of the possible problems, issues, and difficulties any company could have. Make sure you project your service or product as the best solution to the problems, difficulties, and issues they are facing. You will not want to spend your time and effort on a person who loves the service or the product they are currently using.
Some probing questions you can consider answering are as follows:
- Which of your competitors’ products or services are they currently using?
- How are they currently performing as a business?
- What service or product are they currently using?
- What are the challenges and problems they face by using that product or service?
- How can your service or product make their jobs easier?
#4 – PRIORITIES AND ORGANIZATIONAL GOALS
As a growing B2B business, you must know what your persona’s organizational goals and priorities are. It can help you determine if you match their goals, objectives, and priorities. To close business deals with an organization, it is essential to see if your business matches its set of priorities and organizational goals.
Here are some questions you can ask to determine that:
- Is the organization open to complex solutions and products?
- What type of organization can implement your product or service quickly?
- Does the organization have a business culture that can fit your service or product?
#5 – PURCHASE PATTERN
It is essential to analyze the purchase pattern of your persona. This helps you have an idea of their budget and the type of service or product they are looking for as a solution to their problems and pain points. You might not like spending your time and efforts on individuals whose purchase pattern does not match your ideal client profile. You may also learn the frequency of their purchase, and their recent purchase can help you determine if they are the right fit for your business.
Go through this blog to understand different types of buyer persona examples
Frequently Asked Questions (FAQs)
1. How do I create a buyer persona for a B2B business?
Let’s discuss how to create a B2B buyer persona:
– Discover your ideal clients.
– Be aware of your potential client’s needs, wants, and requirements.
– Know your client’s preferred mode of engagement.
2. What is the difference between a B2B buyer persona and a B2C buyer persona?
The main difference between a B2B buyer persona and a B2C buyer persona is that the B2B buyer persona represents the interests of the company or business, while the B2C buyer persona majorly focuses on their own requirements, interests, needs, and challenges.
3. How do you structure a buyer persona?
The most effective way to structure a B2B buyer persona is as follows:
– Gather and fill in the persona’s basic demographic information.
– Include what you have researched and learned about your persona and their motivations.
– Help your sales representatives converse with the persona with the information you have gathered.
– Plan and craft an attractive message for your persona addressing their pain points and problems.
This article should have helped you gain a better understanding of what a B2B buyer persona is and learn more about the best traits you should be aware of when you create your own B2B buyer persona for your B2B business. Make sure to be aware of those traits as you build a B2B buyer persona for your business.
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