Guide to Ideal Buyer Personas and Creating Yours [Part 2]

The 'Ultimate Guide to Ideal Buyer Personas and Creating Yours'

Blog Series: PART 1 | PART 2 | PART 3

This is Blog #2 in our 'Ultimate Guide To Ideal Buyer Personas And Creating Yours' series. If you haven’t already, we recommend reading Blog #1.

Buyer Personas In The B2B Environment

As a quick recap, Buyer Personas are the true source of highly relevant leads and prospects for your organisation, and (ultimately) the source behind customers (sales) in your business.

Now that you are familiar with what a Buyer Persona is and why they are vitally important to your entire marketing function, let’s cover off the difference between Buyer Personas and Buyer Profiles.

Although it will become apparent below, this blog addresses the B2B nature of Personas for our readers who need to identify the 'business' target equivalent of Buyer Personas.  

Buyer Persona vs. Buyer Profile

What is an Ideal Buyer Profile?

Buyer Profiles define the different buying patterns of companies, you ideally want to do business with.

Before you can identify potential buyers, you need to define which buyers you can help and which you can’t. The ideal buyer profile defines which companies are a good fit for your offering and which ones are not. If you are a B2B company, the definition of a buyer profile should be at the company level, not the contact level - that is, even if your point of contact doesn’t typically make the purchasing decision, they’re still valuable to speak with if their company matches your ideal buyer profile.

Six questions you should ask, to identify your ideal buyer profile:

1. Are their company sizes that are ideal or not ideal who would buy your product?
2. Do you define size as employees, revenue, customers, or another metric?
3. Are their industries or verticals that are ideal or not ideal?
4. Are there geographic locations that are ideal or not ideal?
5. Are B2B customers better than B2C?
6. Are there other attributes that make the buyer ideal or not ideal?

So, blogs #1 and #2 in the Buyer Persona Blog Series has covered the background to understand what Buyer Personas are and who they apply to - Buyer Personas vs. Buyer Profiles.

Our Final Blog #3 addresses the deeper context surrounding Buyer Persona’s namely:

• Their value within the marketing function and more importantly:
• How they inform key business decisions and Why?
• It will also show you and equip you on, How to create your buyer personas? including resources to guide and support you, every step of the way.