Taking the time to research your company’s buyer personas has proven to be beneficial in sales, both from a time management and financial standpoint. Still, only 44% of B2B marketers are putting in the work. (ITSMA) Developing buyer personas provides insight into what your ideal customers look like. This deeper understanding into the buyers you are targeting will help you create lasting relationships through personalized messaging and marketing strategies. Putting in the effort will pay off in the end, with 81% of buyers saying they will pay a premium for industry experience and industry-specific solutions. (ITSMA)
When you’re able to understand your prospects, you can then create content they will be interested in. Providing a prospect with a personalized buying experience will further compel them to want to work with your company. On average 3-4 personas account for over 90% of a company’s sales. (Business Grow) By putting in the time to create these personas, you will set more appointments, see an increase in your dial to contact ratio, have higher engagement and ultimately, close more deals.
1. Set More Appointments
When it comes to setting qualified appointments there are a couple factors that come into play. First you need to have the right list. If you aren’t reaching out to people who care about what you have to offer, then your chances for success are slim. Next, is you need to know how to properly communicate with your prospects. This is why having a deep understanding of your buyer personas is so important. When you know how to address their concerns and are able to relay your message in a way that hits their hot buttons, you are able to have a more productive conversation. Learn more about establishing a human-to-human connection in this blog post.
2. Increase in dial to contact ratio
Having buyer personas in place will help your marketing team better strategize how to create messaging that is meaningful to your prospects. This will improve the quality and quantity of conversations you have. Remember, you can’t properly market a product or service if you don’t have a clear understanding of who you are trying to communicate with. By creating a persona of who your prospect is, you are able to position yourself to be worthy of consideration.
There are other factors to be mindful of as to why your list isn’t working. It could be bad data or the list was sourced incorrectly, but if you’ve done the target research, you should know how to properly communicate with your prospects. A case study performed by a software firm showed persona based content increased customer engagement almost six-fold when targeting cold leads (10% versus 58%). (Boardview)
3. Higher Engagement
In order to craft a well-planned out marketing campaign, you really need to have a clear understanding of who your ideal customers are. What do they look like? What do they care most about? What are their goals and challenges? By diving into their interests and discovering what makes them tick, you are able to create more significant conversations. This will allow you to create an authentic connection which in turn will help you have higher engagement and conversions.
A successful campaign is centered around building strong content targeted at specific groups. By using marketing personas, websites are 2-5 times more effective and easier to use. Also having personalized emails will improve click-through rates by 14% and conversion rates by 10%. (HubSpot) It’s also important to pay close attention to who is opening and engaging with your emails. That will be a good indication to which titles you should be reaching out to or the ones you should stray away from.
4. Close More Deals
Creating a better buying experience for your prospects by discovering their personas will trigger a domino effect within your sales department. Again, your qualified appointments will increase and your engagement will be higher, which will ultimately have you close more deals. The power of a personalized buying experience can truly make or break your campaign. 71% of B2B buyers who see personal value will purchase a product. (CEB) Furthermore, 68% will pay a higher price of service for that personalized experience. (CEB)
Knowing the best ways to reach out to your prospects will determine the fate of your marketing and sales efforts. If you don’t know how to properly tailor your message or hit their hot buttons, then you are going to lose out on sales. Regularly reviewing your analytics will help you to assess what’s working and what’s not. Take a look into how many deals you are closing, how many appointments you are setting and who’s engaging with your emails. All of those avenues will show if you are on the right track.
By properly assessing your target through market research and discovering their personas, you’ll save your company from wasting time and money on failed outreach. Putting in the effort ahead of time is crucial to the success of your sales.
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