Buyer personas are unique to each company, but they all tend to focus on one thing; the role each buyer has in making purchasing decisions. As the role of the B2B buyer broadens, buyer personas are become more intricate.
The contemporary B2B buyer persona has surpassed basic attributes such as job title, industry and company size. They can now be tailored to an individual buyer all the way up to a large enterprise. Today’s buyer personas are designed to assess how, when and why buyers come to their decisions in regard to making purchases. Grouping buyers based on beliefs, priorities, goals, preferred channels and previous purchases allows marketers to more accurately read on how they can help solve a certain problem.
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Meet Justin Gray
Justin is a serial entrepreneur and the CEO and founder of LeadMD, the world’s largest revenue operations agency having implemented over half of the Marketo user base. Justin has made a career of launching successful companies and scaling them, with successful exits of over 200MM+ in the last decade. Justin’s latest endeavor launched in 2016 when he co-founded Six Bricks an online learning startup designed to combat employee and customer churn through experience-based education. Over the past 10 years, Justin has emerged as a strong voice for entrepreneurship, marketing and culture. As a recognized speaker, Justin has been published over 350 times in industry publications and holds his own column, Tribal Knowledge in Inc., while writing for Entrepreneur, Tech Crunch and others. Justin and his wife Jennifer met over marketing and three years later welcomed their son, Grayson, into the world in April of 2017.