The 5 Insights that help put the rules to work for you


Jeff Ogden, the Fearless Competitor, (@fearlesscomp) was trained in Buyer Personas when Adele Revella invited him to be the first to take the Buyer Persona Master Class.  Thank you, Adele!buyer persona

Please note that this is the blog of Find New Customers, the most likeable company in B2B marketing today. We work on that website almost every day to make it better and better, so please visit us if your company needs better sales leads.

It is President’s Day, so if you have the day off, good for you.

Almost every day, I’m reminded why I work for Find New Customers and no one else, and why I partnered with Likeable Local and the St. Pete Chamber of Commerce and why we added sitemaps to Google and Bing webmaster to improve our search ranking and we are being searched right now.

These are emails I get all the time from prospective employers.

  • “Sorry but you are overqualified for our sales and marketing job.”
  • “We looked closely at your resume, but your salary is too high.”

I’ve got just three words for everyone who writes those words

“Go to hell.”

This is why I decided to take control of my own destiny when I was in the hospital for a long time, I asked myself this question. “Why depend on others, when you can do it yourself?”

Since I’m the President of Find New Customers, I can devise an idea on how to engage our target market, share it with our business partner Likeable Local  and set up sitemaps to improve our search ranking.

No need  to ask permission from anyone.

What do you think of this comment?

That’s why this blog is educating marketers on the awesome power of Buyer Personas which greatly improve the quality of your marketing content.

Here are the five: (Sorry I did’t use one of the Adele’s great images:

  1. Priority Initiatives
    Success Factors
    Perceive Barriers
    Buyer’s Journey
    Decision Criteria
  2. Here is what Adele wrote about Priority Initiatives.
  3. “The first of the five Insights identifies the three-to-five problems or objectives where your buyer persona is dedicating time, budget or political capital, without regard to the business or problems your product solves.  Your buyers currently believe that these initiatives are the most essential areas that impact their job performance or company success.

Do not confuse Priority Initiatives with pain point that you reverse-engineered based on the capabilities of your product or service. For example, your marketing automation product might help the marketing executive measure the activities that have the most impact on revenue. But this is not a Priority initiative until you have confirmed that this is currently among the buyer’s highest priorities and this is the way the buyer describes this initiative.

When you capture the Priority Initiative insight, you can easily focus your demand generation activities on the most receptive buyer personas, relying on factual data to know which of several types of buyers should be committed to addressing your solution’s problems.

You will gain this insight by understanding what caused recent buyers to evaluate your product/solution. Something occurred at these companies to trigger their search for a solution like yours.  When you understand the events or conditions cause actual buyers to take action, you have a strong foundation for content with scenarios that say “You may not have experienced this yet, but it’s coming soonHere’s how to avoid it.”

What do you think? Has this been helpful to learn about how to improve your content marketing?  We love comments (no SPAM please) and those who share on social media.

To contact Find New Customers, just visit our website to sign up for a free 15 minute call or just fill out the form below.

J

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