How to define the buyer persona in b2b companies

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If i ask you what is the driving force of your company, i think we are both thinking exactly the same thing, the clients. Without clients who would acquire your services or products, your company would surely not remain afloat and would have sunk in a sea of ​​debt . However, these clients do not come to your company on their own, but you need some marketing strategies and actions so that they know your products or services and acquire them. And this is where the buyer persona plays a fundamental role .



Buyer personas are nothing more than non-physical people who serve to retail email list determine your ideal client or the profile of clients that your company would need . Therefore, they help us reach your perfect client, the one who lights up when we see them walk through the door and heavenly music starts playing in our ears. Can you imagine?



However, if your sector is b2b, you could tell me: “i don’t sell to end customers, i sell to companies, therefore, i don’t have a buyer persona.” this could be a very true statement if it weren’t for the fact that you don’t sell to a company, to a building, but to a person within the company, someone who makes the purchasing decisions. Depending on your product or service, this is the person you should target.

Why i need to define a buyer persona
the buyer persona will help us adapt the content , messages, product development and the entire sales strategy to that ideal client in order to increase our sales and know exactly who we are targeting and how to target them .



The key in the b2b sector is to identify who makes the sales decisions related to your products or services within the company you are interested in and to contact them directly.

How to define the buyer persona in b2b companies
to define the buyer persona in your b2b company, you can take different actions. Let's look at them below.

Talk to your company's salespeople
salespeople are those who have direct contact with customers . They communicate with them and know perfectly well what type of person they are, how they speak, what needs they have, what problems they need to solve and how to convince them to buy the product or service.



For this reason, they are the right people to guide you in defining your buyer persona. They will also help you determine your customers' satisfaction and improve those aspects in which they are not 100% satisfied.

Customer interview
interview your customers. They, better than anyone, know why they decided to hire your services or buy your products . That is, what they like about your company, what they would change, why they work with you, what problems you have solved for them, what they still have a problem with, what they expect from your services or products, etc.



It is also important to know personal details about them , such as their age, the sector they work in and what means they used to find you. With all this information, you will be able to define your buyer persona.



Once you have all the information collected, it is time to organize it.

Template to define your buyer persona
within this buyer persona template we find two different parts: a more personal part and a more generic part focused on the product or service they need.