Would you like to know exactly when and to whom you should provide marketing content? Here’s how to know your buyer persona instead of guessing.

Consider a couple who has been dating for several years. The dialogue and interaction have been rather one-sided. The male is constantly talking about himself and seems uninterested in the woman.

That may be a metaphor for how marketers have communicated with their prospects for the past, oh, 50 years or so. Interruptive, one-way communication that may attract attention but isn’t particularly helpful or intriguing to the prospect.

While many marketers continue to use this tactic, prospective customers can breathe a sigh of relief. They can avoid more and more unwelcome, interruptive marketing messages thanks to technology. Despite this, many marketers still have no idea what’s going on.

This Microsoft video from 2007 perfectly depicts this shifting connection.

Prospective clients don’t have to put up with one-way communication any longer. Furthermore, clients now prefer to conduct their own research prior to making a significant purchase.

So how can a marketer reach out to potential customers if they can’t use traditional tactics like advertising, cold calling, direct mail, or email spam to reach out to them?

With regards to the content. Content that is useful, helpful, and relevant.

It’s much easier said than done. Many businesses recognize the need of creating content for potential customers, but they can’t seem to resist the impulse to brag about themselves. It’s what I call them “weeing” all over themselves. This is something we’ve done. That is what we are. This is our product. That is what our people believe. (You know who I’m talking about.)

It’s time to get back to being useful, valuable, and relevant. 

First and foremost, stop talking about yourself like the guy in the video. 

Step 2: Concentrate on your customers.

This is why and how buyer personas have become so significant in B2B marketing in the modern-day.

Buyer personas are similar to avatars that have been created through direct interviews with as many purchasers as possible. And from what they’ve done at conferences, on social media, and elsewhere.

Procurement people, managers, rivals, and other individuals who impact the buyer’s decision-making process will emerge from this investigation.

It’s crucial to keep in mind that this buyer persona isn’t always your client. The creation of a persona can assist you in determining the distinction between who you THINK your client is and who your actual customer is. This leads to a plethora of strategic insights into not only who your customer is, but also how to communicate with them.

When studying your customer profile, it’s easy to get distracted by fascinating but unnecessary data about your customers (e.g. hobbies, favorite TV shows, music preferences, etc.)

These are all the five major components that will establish whether or not you have buyer personas to aid in content production, generate leads, and revenue.

  • Priority Initiatives 

“How do customers who want to continue with the status quo differ from customers who want to invest in a solution like yours?” What are the three to five difficulties or goals that your buyer persona is putting their time, money, and political capital into? It doesn’t have anything to do with you or your products.

  • Success Factors

“As an outcome of acquiring this product, what functional or emotional outcomes do you foresee for your buyer persona?” Find out what physical or intangible rewards the customer associated with success to have a deeper understanding of his or her approach to a Priority Project.

  • Perceived Barriers

“How many concerns do your clients have that make them believe your product or service isn’t the best fit for them?” What could make a buyer distrust your company’s or service’s ability to help him or her achieve his or her Success Factors?

  • Decision Criteria

“That what features of competitors ’ offerings do your buyers find most appealing, and what do they expect from each?” What characteristics of each item would the consumer examine when weighing the many options?

  • The Buyer’s Journey

Presents the behind-the-scenes tale at each level of the review. How does this persona identify and choose a solution that will allow them to overcome Perceived Barriers and attain Success Factors?

Why Are Personas So Important?

Despite all of our fancy technology and approach, the majority of our experiences are rather straightforward. It’s not that we can’t come up with insanely high-fidelity, insanely complicated, and highly individualized experiences. We have the ability to do so. They are, however, difficult to plan, construct, and maintain. It’s not that we lack the necessary technology or methodologies. We don’t have the mental capacity to swallow these issues in our small minds.

I have stakeholders prioritize everything in my practice. Everything. They agree that Thing One is more important than Thing Two when it comes to prioritizing. That’s all there is to it.

We have an explicit rationale for prioritizing in some cases. Sometimes it’s just a gut instinct. That’s OK. It’s easier to make decisions once you’ve established a priority. You have more mind space for complex things because you spend less time deciding basic things. You get to focus your thoughts on the aspects of the encounter that are the most enjoyable.

Personas can be prioritized in a variety of ways. I prefer to employ the following four methods:

  • What percentage of the population does a persona represent?
  • What proportion of total interactions does a single user group engage in on a regular basis?
  • What is the criticality of a single user group’s interaction?
  • How much power does a single user wield over others?

Any project you work on should meet one or more of these requirements.


When working on priority in a group, or even when documenting results, it’s helpful to visualize the prioritization so that everyone can see and understand the values without having to think about them. You, our clients, are the most important to us. Hence, we help you prioritize your needs.