How Manufacturers Leverage Buyer Personas for Marketing and Sales Enablement

Challenges: Growth

Posted by Meaghan Ziemba

Estimated Reading Time : 3 min.

With well-defined buyer personas, the entire organization can better understand customers and create focused messaging to guide them to the company website and convert into leads.

Now that you have developed and defined your manufacturing buyer personas, it is time to leverage them to create persuasive messaging that will enable your sales and marketing efforts.

Well-defined buyer personas help everyone in your organization understand your customers better. When you understand your customers better, you can create the right content for them that will lead them to your website and eventually convert them into leads or loyal customers.


The Power of Focused Content

According to marketing agency Single Grain, targeted campaigns focused on specific groups are successful for the following reasons:

  • Websites that incorporate buyer personas into their marketing messages made them 2xs to 5xs more effective and easier to use by targeted users.
  • A catered marketing experience can clearly define user needs.
  • Personalized emails to targeted personas improve click-through rates by 14% and conversion rates by 10%.
  • Personalized emails drive 18x more revenue than broadcast emails.

Your personas are a tool that should inform everything your customer-facing teams do:

  • Marketing: How can each persona help marketing create and position their content?
  • Sales: How can personas help sales benchmark for qualifying and understanding individual contact?
  • Services: How can services use personas to provide customers the best possible experience with your products and services?

Targeted campaigns provide answers to these questions, and are more persuasive because they focus on the customer at each step of the buyer’s journey:

  • The Awareness Stage
  • The Consideration Stage
  • The Decision Stage


The Awareness Stage

At the awareness stage, focus your content on the goals and challenges of your potential buyers. Make sure your content is educational and explains the disadvantages of inaction by the buyer. You need to set yourself apart as an industry thought leader by creating content that intuitively identifies and solves the problems of your prospects.


The Consideration Stage

Once a buyer has defined and prioritized their problem, they will continue to research all available approaches and/or methods to solving it. Buyers may have a better understanding of their problem, but are still unsure of the available solutions. Ask yourself:

  • What categories of solutions do buyers investigate?
  • How do buyers educated themselves on the various categories?
  • How do buyers perceive the pros and cons of each category?
  • How do buyers decide which category is right for them?

Focus your content strategy on resources that provide value and showcase your industry expertise, such as ebooks or guides, tips sheets, templates, checklists, slideshares, PowerPoint presentations, and more.


The Decision Stage

At the decision stage a customer is ready to buy. They’ve narrowed their options and are now looking for information that will either persuade them to choose you or one of your competitors.

Before creating your content for this stage, ask yourself the following:

  • What criteria do buyers use to evaluate the available offerings?
  • What do buyers like about your company’s offerings compared to your competitor’s?
  • What concerns do buyers have with your offering?
  • Who needs to be involved in the decision (CEO, management, shop floor employee, etc.) and how does each perspective differ and affect the final outcome?
  • Do buyers expect to try the offering before they purchase it?
  • Outside of purchasing, do buyers need to make additional preparations such as implementation plans and/or training strategies in order to use your product?

Collaborate with your sales team during this stage because they will be able to identify your most qualified buyers and help sway purchasing decisions.

Focus your content strategy on pieces that demonstrate how you have helped others with the same or similar problems. Content such as case studies, reports, and white papers are great sources at this stage.

By focusing on information that fits the important needs of your potential customers at the time they need it, you will see a definite increase in your ROI.