If you know what a buyer persona is you know that they’re one of the most (if not the most) fundamental components of an Inbound Marketing strategy.
Buyer personas enable you to segment your target audience and personalise your marketing and sales activity to engage your ideal customers, but where do you begin with them – and which members of your team should be involved in the buyer persona development process?
The information that they obtain from these conversations will provide insight into your personas’ pain points, challenges, concerns and many other details that you may not be aware of.
Your sales team will help you get more information on:
The questions your personas ask during the sales process or when they have a meeting with your sales team,
The most common objections your personas have,
What their requirements are of your offering,
And why they are considering your offering over those of your competitors.
The answers to these questions will help you create more in-depth personas, as well as give you a clearer idea of what content you need to be creating to inform, educate and nurture your prospects. The information you obtain from your sales team will also ensure that the content you create after the buyer persona development process resonates and speaks to your personas.
Another benefit of having the sales team involved during the development of your buyer personas, is that you will be able to ensure that they buy into the Inbound Marketing process and are onboard with what you are planning to do.
Having the input of the sales team during this time will help to build their confidence in what you and the marketing team do on a daily basis. With content that has been crafted with insight from all the teams, including sales, your sales team will have marketing collateral that’s designed specifically for the individuals they are talking to.
If you have any questions about buyer persona development or want us to help you run the buyer persona development process, get in touch!
10 essential HubSpot workflows (You should implement today)