Un Piano di Demand generation è costituito da diversi contenuti che vengono offerti ai clienti potenziali attraverso le fasi della Lead generation e del Lead nurturing. Naturalmente, perché questi contenuti siano efficaci e riescano a coinvolgere i lead, è necessario che siano “mirati” sui loro obiettivi e sulle loro necessità.
Come possiamo creare dei contenuti che si rivolgano a tutti i lead?

Ovviamente, non è possibile offrire per ogni step di un Piano di Demand generation tanti contenuti quanti sono i lead. Il metodo migliore è segmentare i lead, in modo che si abbiano dei gruppi omogenei. Una volta compiuto questo passaggio possiamo creare quella che viene chiamata una Buyer persona, cioè un acquirente tipo rappresentativo di ciascuno segmento, a cui possiamo offrire i nostri contenuti. Come ha scritto Laura Petterson, una Buyer persona

help you identify discrete sets of customers and create a typical customer to represent each group.

In questo modo, ad esempio,

if we’ve identified  5 major clusters that we can describe in terms of personas, we can “go deep” with these and knock the content and dynamic tracks for these campaigns out of the park (Adam Needles).

Una Buyer persona permette di costruire contenuti “mirati” perché aiuta a definire

the channels and dialogue that will be the most effective in engaging with a prospect and closing a deal. And in the B2B marketing arena, personas are increasingly being used as a tool for modelling your buyer segments and the buying cycle they go through (Adam Needles).

Più specificamente (secondo l’opinione di Keith Wiegold):

A key to engaging content is put the customer first, to solve his problems and answer his questions … Whether you are a B2B or B2B company, real humans are making the buying decisions – and they require human content. That’s why creating a persona – a humanized representation of your target customer – is vital to crafting engaging content marketing efforts.

Adam Needles rafforza ulteriormente questo concetto:

Content development is consistently one of the greatest challenges B2B marketers find themselves wrestling with. Too much content gets developed in a vacuum. Personas change everything. If you know your buyers and their personas, then it’s a breeze to develop content that aligns to the buying cycle and that propels forward a coherent dialogue…

[Buyer persona is] crucial for rationalizing your content and campaigns and for closing gaps in existing B2B marketing programs. I think of them as the “secret sauce” for building successful marketing automation campaigns.

Una Buyer persona permette di

to conceptualize our buyers not in a vacuum but in terms of how we actually interact with them – important for developing campaign logic and content in terms of a dialogue, rather than a traditional definition of a static campaign (Adam Needles). 

Le campagne di Lead nurturing funzioneranno sicuramente meglio se saranno sviluppati contenuti per ogni acquirente tipo (Buyer persona), piuttosto che una serie di contenuti rivolti indistintamente a tutti i potenziali acquirenti.

Buyer Persona: significato 

Vediamo ora cosa si intende propriamente con il termine Buyer persona. Secondo Angela Quail

A persona description is a customer profile of a typical customer’s attributes, which illustrate the segment the persona represents. The persona description contains demographic information, behavorial and attitudinal information, and information about customer’s need and goals that relate to the interest area your company addresses.

Laura Patterson ha chiarito che

personas are archetypal users that represent the need of larger groups of customers, in terms of their goals and personal characteristics … A persona is a concise descriprion of a specific customer type. 

Una Buyer persona è anche una breve biografia di un cliente tipo: una descrizione non solo professionale ma anche personale. In questo senso, come ha scritto Adela Revella 

if crafted with skill and insight, the person who emerges in this picture may become as real to you as anyone you can ever remember meeting. In your mind’s eye, this person becomes three-dimensional to the point that you can see the world through his or her eyes.

Una Buyer persona vi dà la possibilità di identificarvi con gli acquirenti target e di vedere, attraverso i loro occhi, le situazioni che favoriscono il loro processo di decisione.

Per concludere questo post mi affido ancora alle parole di Adam Needles:

Personas are one of the most misunderstood tactis in the marketing world … Personas at their core are a marketing approach to identifying prospective customer segments and better understanding the dynamics and situations that define interactions with these segments … In a world where the buyer has more power than ever, they help us to get closer to wrapping our marketing around that buyer.

Continuerò il discorso sulla Buyer persona nel prossimo post.