Buyer personas are crucial for an effective B2B marketing strategy, as they provide clear guidance for adapting marketing efforts to specific types of target customers. By creating a small number of in-depth personas, you can gain a clearer picture of your business’ main target segments, enabling you to tailor content accordingly.
In B2B tech and telecoms industries in particular, creating buyer personas is crucial for effective inbound marketing. Businesses in this sector often have very specific needs and challenges to overcome, so ensuring content is tailored to fit each type of target segment will result in a higher number of leads being converted.
Buyer Personas: A Beginner's Guide
In HubSpot, you can easily create buyer personas for your business, in order to understand and better serve the needs of your customers. Creating a buyer persona using your HubSpot account will allow you to target these different groups of customers and categorise your contact list accordingly. HubSpot offers an amazing ‘Make My Persona’ tool, which you can find here to create personas for your business.
Once you have gone through the steps and included all essential details such as demographics, career, challenges, consumption habits and communication preferences, you are ready to finalise your persona and integrate this into HubSpot. Your final result will look like this, with all fields completed to fit your specific persona:
With this finalised, it will be easy to transfer the required information into a functioning buyer persona within your HubSpot account. Here’s a step-by-step guide to help you:
- In your HubSpot account, click the settings icon in the main navigation bar.
- In the left sidebar menu, navigate to Properties.
- In the Search for a property field, enter Persona.
- Click the Persona property.
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- To create a new persona, click Add another persona.
- In the right pane that appears, enter information into the fields about your persona. To learn more about personas, click the links under the Mastering Personas
- When you're done, click Save.
It’s as simple as that.
Without the use of buyer personas, content is often too broad and does not take customer differences and preferences into account. While this may not necessarily mean your marketing efforts will fail, it does mean you are missing out on better engagement opportunities with potential customers. Tailored content that directly addresses your different types of customers will have a better chance of solving their specific challenges, which in turn results in a higher likelihood of customers choosing your company over competitors.
Here at Ilex, we have seen first-hand what a difference buyer personas can make to B2B businesses’ inbound marketing strategies. For both our own and our clients’ businesses in the tech and telecoms industries, creating buyer personas has helped to focus marketing content to more specific types of customers. Through the use of detailed personas, we have been able to provide helpful solutions to segment-specific challenges, enabling us to nurture a higher number of leads into delighted customers.
To learn more about how we can optimise your inbound marketing for your B2B company through our expert advice and the use of HubSpot, book a consultation today!
