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Buyer personas are described as a research based representation of who the buyers are, the things that they are trying to accomplish, the goals that drive their behavior, how they buy, how they think, how they make their buying decisions and where they buy. Buying persona has to do with the buying behavior, and is not related to the profiling of the buyer in any way. Essentially, buyer personas are about understanding the story of the buyer, and what motivates them to make certain buying decisions.
Researching and modeling buyer personas based on the information gained from a mail list gives marketers a better understanding of how buyers behave under certain circumstances and how they take buying decisions. It builds the vocabulary that marketers have about buyers.
So, are buyer personas still as important as they used to be in the past for B2B marketers? Yes, they are, and it is very important for direct mail marketers being up-to-date with the buyer personas with respect to the mail list that they work with. Here’s why…
Buyer Personas
#1. Buyer personas keep marketers up-to-date with the latest marketing and sales strategies, and to get a deeper understanding of buyer behavior. They allow business mail marketers keep up with the changes in the marketplace, shed light on who their buyers are and the situations they buyers are faced with, with influences their decisions.
#2. Buyer personas help marketers develop a common language regarding buyers. This is important because understanding of buyers and buyer behavior varies a lot across different organizations. Through buyer personas that are accessed through mail list provided by direct mail companies, organizations can develop a single, unified language on buyer behavior and closely align their understanding of the buyer behavior with the reality of the marketplace.
#3. Buyer personas keep business mail marketers and businesses informed about customer strategies. There is a lot of guessing involved when it comes to making decisions on marketing, sales and go-to-market plans. This is so because buying behaviors change every month and it is important to for businesses to have both, a qualitative as well as a quantitative understanding of the buyers on a regular basis.
#4. Buyer persona research shows address issues related to the design and focus on making deliveries more user-friendly. They help direct mail or business mail marketers design better sales and marketing campaigns.
#5. More than anything, use of up-to-date buyer personas helps achieve much better performance results. Companies that are more customer and buyer focused tend to do a lot better and outperform their competitors in the same industry. Buyer personas help businesses make their services more customer-centric.
#6. Globalization is bigger than ever before. All organizations have to be a part of the global eco-system or perish. Even small and medium-sized businesses have to take globalization into account as nobody can afford to remain isolated any longer. Globalization affects all. Buyer personas help businesses enter new markets. This is important because businesses have little understanding of the buying behaviors of new markets, which is a deficiency that buyer personas help to address.
We live in an extremely complex world. Technological advancements may have made a lot of things easier for businesses, but new challenges have emerged, which are just as hard and seemingly insurmountable as the ones they have replaced. The biggest challenge for marketers is to truly get a sense of what buyers want or desire in a particular market. It’s not easy to know what motivates buying behavior, especially when working with direct mail lists.
That’s why buyer personas are so important. Almost all successful organizations make use of buyer personas to get an edge over their rivals in a highly competitive marketplace. For B2B marketing strategies , this allows them to make better and more considered decisions, backed by solid research and understanding of their customers and buyer personas.
