Buyer Persona Mapping to ABM Strategy
A Buyer Persona Process Tied to ABM Strategy
What is the buyer persona process? It may seem like a simple marketing question, but don’t be fooled it’s absolutely the most critical marketing question to build the right digital marketing strategy for your business. In essence, a buyer persona is a fictitious description of your ideal prospective customer(s)their age, demographic, buying process behavior, preferred methods of communication, etc.
A buyer persona process model is designed to help Identify the critical roles or job titles of buyer personas, where they spend time online, what their decision-making process is, and also what influencers impact their buyer journey, all these factors are taken into account when developing a customized buyer persona process plan. The buyer persona process plan is only effective when it is mapped to your content strategy and buyer’s journey.
The more accurately you can identify your buyer persona(s), their traits, preferences, and buying decisions making process, the more tailored your digital marketing content and campaigns will be to gain their trust, pique their interest in your products or services, and ultimately earn their business and loyalty.
Know & Reach Your Best Customers – Be Insights Ready
At Digitechy we have designed a comprehensive 360-degree view of the buyer persona process, one which allows you to understand your current customers, prospective customers, and also your lost opportunity prospects. We create the buyer persona profiles by following a very pragmatic approach, that has been researched and designed with industry experts to ensure our content strategy mapping and marketing campaigns provide successful outcomes.
What is Account-Based Marketing (ABM)?
ABM is becoming a standard among B2B companies, as many are finding that customers and prospects are better served by this approach. In fact, according to a survey from Harvard Business Review, 98 percent of marketers said that ABM resulted in a higher return on investment (ROI) than other marketing activities. So what exactly is ABM?
ABM is a B2B strategy that focuses on both sales and marketing. For example, rather than a broad-reaching marketing campaign that touches a large pool of prospects, ABM focuses on an individual account within a specific market. The primary goal is to identify specific prospects at an organization and customize sales programs and marketing materials to meet the needs of the prospect at that company.
An ABM approach impacts sales velocity because you are helping your sales team to specifically message and move targeted accounts in the pipeline. The alignment of a sales-driven approach to your demand generation campaigns, let’s marketing focus on the decision-makers within accounts that your sales team is speaking to or looking to speak within a quarter to close more deals.
How Buyer Personas & ABM Intersect
ABM and buyer personas are a perfect match because they help marketers understand who the people are within an account so that they can cater their messaging to provide those leads with high-quality content, specific to each stage of the buyer’s journey. ABM and buyer personas help marketers understand more than just a company name and titles—they allow them to work hand in hand with sales to develop persona-based journey maps.
With this method, buyers for each account become the centerpiece of ABM, providing marketing with a better ability to support the sales process. Overall, ABM helps build better relationships with target accounts. In this day and age, people don’t want to be sold to. ABM doesn’t push products or services onto a prospect, but provides education and value.
A Sales-First Strategic Marketing Approach
Buyer personas are essential for effective conversational ABM strategy because they help marketing content address individual buyer perspectives during each stage of the buyer’s journey. They also allow marketers to better understand a buyer’s goals, interests, and perspectives.
In order for conversational ABM to be successful, both marketing and sales need to align with a target audience and understand how that audience buys. Building a buyer’s journey map is key to making this happen. By refocusing efforts on accounts and collaborating with sales, ABM and buyer personas are sure to help you reach a new level of interactions with leads and ultimately close more deals.
We Partner with ABM’s Best
Let’s Talk ABM. We Are Here To Help.
You can implement ABM with Buyer Persona mapping with our recommendations in-house or work with us to implement—it’s up to you! No matter your choice, we’ve found companies that complete the Buyer Persona & ABM Process, get better, faster sales velocity, and revenue results than those that don’t.
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