Buyer Persona Interviews
B2B marketers invest a lot of time and effort in creating content to help buyers move forward to a purchase decision. For this investment to pay off, it’s critical to know how your buyers assess options, what information they require, and the criteria they use to evaluate products and services like yours.
Buyer knowledge often arrives in bits and pieces from sales reps, customer support, social media comments, and so forth. What’s needed is a focused effort to interview buyers—some who chose you, some who chose a competitive alternative, and some who stayed with the status quo.
From these interviews, we can learn:
This information will be priceless as you plan lead generation tactics, brainstorm content ideas, and develop sales tools.
Marketing leaders at growing B2B companies know they need buyer research. But their marketing teams are at full capacity managing product launches, producing webinars, developing content, and so forth.
I will conduct phone interviews with buyers on your behalf. Ten to fifteen interviews with the type of buyers you want to attract usually will be sufficient.
Buyer persona interviews cover:
After concluding the interviews, I produce tables of key buying insights and a buyer persona presentation. The insights and persona are exactly what you need to develop compelling messaging and optimize your marketing tactics and content planning.
Last, I can work with members of your marketing and product teams to use the key buying insights to fashion the key messages that (1)speak to vital buyer concerns and (2)highlight strengths of your offering.
To get a Buyer Persona Interview project in motion for your company, contact me today at 512-705-3325 or ricamtx@gmail.com .
Buyer knowledge often arrives in bits and pieces from sales reps, customer support, social media comments, and so forth. What’s needed is a focused effort to interview buyers—some who chose you, some who chose a competitive alternative, and some who stayed with the status quo.
From these interviews, we can learn:
- the characteristics of buyers who are receptive to the type of solution you market
- which aspects of your solution are most relevant to buyers
- which buying roles are involved in the decision and how they interact with one another
This information will be priceless as you plan lead generation tactics, brainstorm content ideas, and develop sales tools.
Marketing leaders at growing B2B companies know they need buyer research. But their marketing teams are at full capacity managing product launches, producing webinars, developing content, and so forth.
I will conduct phone interviews with buyers on your behalf. Ten to fifteen interviews with the type of buyers you want to attract usually will be sufficient.
Buyer persona interviews cover:
- Buying process: What motivated the buyer to begin searching for a solution? What did they start out searching for? What were the steps in their buying process? Who was involved at each step?
- Information needed to buy: What concerns and questions did the buyers need answered before they would speak to a sales representative? Before they would purchase? What capabilities were important to them and which did not matter?
- Success factors and Risks: What were the key outcomes and improvements the buyer expected from a solution? What risks did they worry about, for the company and for their own career?
After concluding the interviews, I produce tables of key buying insights and a buyer persona presentation. The insights and persona are exactly what you need to develop compelling messaging and optimize your marketing tactics and content planning.
Last, I can work with members of your marketing and product teams to use the key buying insights to fashion the key messages that (1)speak to vital buyer concerns and (2)highlight strengths of your offering.
To get a Buyer Persona Interview project in motion for your company, contact me today at 512-705-3325 or ricamtx@gmail.com .