Supportsoft Glossary

Buyer Personas for Targeted Digital Marketing Campaigns

The ideal customers are those who fit into an organisation’s buyer persona. Through buyer personas, marketers gain a comprehensive understanding of who their customers are and how best to connect with them. This includes understanding the customers’ demographics, job roles, goals, challenges, motivations and purchasing patterns.

For digital marketing, buyer personas are used to help marketers understand what content to create, which channels to use, how to communicate with customers and the overall strategy for campaigns. It allows organisations to provide a more customised experience to their customers instead of sending out a generic email.

Many IT and ITES organisations will have multiple people involved in the purchase decision process, including the decision-maker, influencers and technical evaluators. It is critical for organisations to understand these roles as they relate to a complex buying journey or a lengthy sales cycle.

To develop good buyer personas, organisations need analytics, CRM data, customer interviews and market research. Implemented appropriately, buyer personas can help organisations produce higher quality leads, generate increased engagement with customers and improve conversion rates through aligning marketing with actual customer demand.