Whenever you tweet a story or update your status, chances are you are picturing a person on the other end that will care what you have to say. Sometimes it may be an actual person, other times it may just be a type of person or a mixture of several people; but either way, you have some sort of recipient that you think will care.
The same is true with buyer personas; they are a picture of the type of customer you think cares about what you have to say. And by the time you have built out your buyer persona, you have actually thought about every factor involved in the buying decision and developed relevant content that speaks to those factors; so in fact, they do care what you have to say.
But if you ever tried to create a b2b buyer persona, and you are anything like me, then it is the issue of creating this picture that may be the most difficult of all. For example, to create a buyer persona you need to know smaller details (e.g. your prospects age and how long theyve been in the position) as well as larger ones (e.g. current trends in your prospects industry). To try and balance all these variables in your head can often be so overwhelming you may not even know where to start.
However, the Up Close & Persona tool removes this hurdle. It is the first b2b buyer persona tool developed with an industry leader on buyer personas, Ardath Albee. The Up Close & Persona tool helps you think about all these different variables, by asking them in a way that allows your brain to process each discrete category in order to then create the whole.
There is no issue of being overwhelmed, because the Up Close & Persona tool was created to overcome that obstacle. And it works. And since there are so many variables involved in a b2b buyer persona, the tool allows you to save your work as you go; so you can keep finding answers to the questions along the way, and the tool even gives you tips on where to go for the answers.
So if you havent yet created a buyer persona with the Up Close & Persona tool then I highly recommend you start immediately. With Up Close & Persona available, theres seriously no reason not to be using buyer personas.
Vann Morris is the Director of Buying Behavior Studies with MLT Creative. She is a Social and Behavioral Scientist who is currently working on her PhD in Communications, and uses her strong theoretical background in order to show how scientific theory should be used to develop strategy and effective B2B marketing campaigns.