While persona development is traditionally placed in the lap of the marketing department, it’s becoming more obvious that Sales needs to not only be crystal clear about who their buyer personas are, but also how to define them and how to nurture or engage them throughout the entire buying cycle.
Buyer personas can be defined in a number of ways. Traditionally you want to define their demographics; age, job function, company, location, etc. as well as psychographics; culture, likes, dislikes, concerns about their job, responsibilities, pressures, etc. but you also want to define how they use products or engage with technology or social media. You want to be able to easily identify and understand questions or concerns that arise throughout the buyer’s journey, so you can provide relevant value and guidance to them on their path.
Buyer personas are a specific group of potential customers, that you want your sales and marketing efforts to reach. As social media blurs the line between sales and marketing, so are the responsibilities of the two groups. Marketing is being held responsible deeper into the sales cycle, and sales have to engage prospects earlier on to really solidify a lasting relationship with prospects.
Defining buyer personas will help everyone in sales and marketing be clear as to who their ideal customers are, and how those potential customers would like to be engaged, and what pain, questions and concerns they need addressed at every stage of the buying cycle.