Sales reps, it’s time to take your prospecting to the next level. With the right buyer persona insights and technographic intelligence you can find the leads you need to hit your revenue goals.
Using Buyer Personas for Your Marketing Strategies
What is a Buyer Persona?
A buyer persona is a detailed representation of your ideal customer. It’s made up of demographic information (basic information like title, age, experience, etc) , goals, requirements, and other traits. This data helps you understand who your ideal customers are and you can adjust criteria as your customer base changes over time.
Getting Started with a Buyer Persona
When you understand your buyer personas, you can use them to segment your campaigns and personalize the communication you send out to prospects. Instead of sending the same message to a list of 1000 people, you can use certain attributes to segment your audience into smaller groups and send tailored messages to each one. Buyer personas can also be used to create targeted content for each segment based on their unique characteristics.
Why Do Marketing Campaigns Fail?
The number one reason for marketing campaign failure is bad buyer personas. According to this study, 73% of B2B leads aren’t marketing ready. If the lead you are pursuing isn’t the right fit for what you offer, your entire campaign will suffer.
The Answer: Technographic Profiling
Technographic profiling is segmenting your audience based on their technology stack. It’s as simple as uncovering what hardware and software a company uses. Understanding the organizations’ existing tech stacks provides you the context needed to hyper-personalize your campaign.
With this information you can tailor messaging and content for each target segment in different campaigns — including customer acquisition, competitive, and complementary solution selling.
Technographic segmentation unlocks account-based marketing campaigns at scale. This segmentation, combined with firmographic data, can help you target high-value accounts who have the propensity to buy your product. This in turn leads to better conversion and closing rates for your campaigns.
Finding Leads Through Technographic Data
In order to see the highest level of success, you’ll want a tool that won’t only include technographic data but also provide insights about buying intent. Buying intent is the measure of how likely an account is to purchase from you
Example: Using technographic and firmographic segmentation to improve your buyer personas
Let’s say your product is an email marketing software that integrates with Salesforce CRM.
According to your buyer persona, to find the right lead, you want a list of companies that:
- Have received funding in the last 6 months
- Are current customers of Salesforce CRM
- Are in the United States
And, you also need a list of leads that:
- Are CXOs and above
- Are in Marketing and Sales
- Have a high purchasing power
The right solution will then give you a list of companies that match your search criteria, as well as leads from those companies who are showing intent to purchase a solution like yours.
With the right buyer persona and technographic insights, you can find the leads you need to reach to hit your revenue goals.