The last thing you will want to do is add humanizing elements to the profile, like a stock image representing the persona or a compiled quote the person would say. Once you have answered these nine questions for your B2B buyer persona, it is time to put the finishing touches on the buyer persona. In this section you can also draft some example value propositions. The last question has to do with how your product or service helps this persona solve their pain points and reach their goals. What will they do to get what they want and how can your company help them? These should be where your product or service has the most impact. This needs to be answered first to understand a persona’s pain points.Īfter answering what your persona’s goals are, you can then understand and answer what their pain points are. The answer to this should be along the lines of what positive outcome do they work towards in their role or what their goals are. Are they an influencer, a decision maker? Who do they manage or report to? etc. This is where you answer where they fall in the buying process and buying committee. What is their relationship to the other members of the buying committee and what is their job within it? Who influences the persona? For example, if they’re a marketing influencer, the COVID crisis has likely caused them to be managing and setting up a large amount of virtual events compared to before. Your typical market research can help inform your messaging, but you need to frame it within the context of how it affects your persona. What does the market look like and have there been any big disruptions or changes? What about related world events? You don’t want to be caught starting a large marketing campaign at a time when your target accounts are at the end of their buying cycle. However, some industries run on opposite sales cycles to ‘normal’–see the education industry. This question isn’t necessarily important for everyone. What does their sales cycle look like? Are there particular times of year especially important for their industry? These are the answers you need to understand how the persona would run into or interact with your messaging and content as well as how your product or service would benefit this persona. What are their job responsibilities? what department are they in? and where do they get information from? This will also inform your market research and the buyer’s journey. What are your target titles, and what do they do? These are my “Nine Questions” for B2B persona creation I use when building buying committee personas: The Nine Questions for a B2B Buyer Personaīy making these more applicable to building B2B buyer personas we can systematically build a picture of each member of our buying committee.
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Who am I? (character-search for character’s life prior to play’s/scene’s beginning).They are Uta Hagen’s “Nine Questions” and they are as follows: When I approach building a buyer persona for a client, I like to rely on a modified set of questions actors use to understand the character’s role. While building personas isn’t creating or acting a fictional character in a play or in a story, it does take a similar kind of thinking and skill set to do it well as it is a composite sketch of the individuals on your target buying committee. If you have ever taken a class on acting, story writing or played D&D you know understanding your characters takes time and empathetic thought-putting yourself into the shoes of the character within the setting. By asking the right questions you get a framework for researching and building a buyer dossier that fits within the larger story of your ICP and buyer’s journey.
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So you have an understanding of your buying committee and how to market to them, now it’s time to build out your buyer personas.Ĭreating an accurate and actionable B2B buyer persona means asking the right questions about your targets, the outcome of an effective buyer persona isn’t a grouping of stereotypes or uninformed assumptions.
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By Win Salyards, Marketing Coordinator at Heinz Marketing