I was recently reading an insightful excerpt on LinkedIn from Justin Gray, CEO of LeadMD, about the importance of marketing buyer personas. Using buyer personas to segment a group of prospects based on demographic information, geographic location, company characteristics, behavioral data, etc. is a proven method of increasing prospect engagement. The ability to personalize marketing messages based on this type of information is huge.
This got me thinking about how marketers find and use this information to build their buyer personas. What are the common ways marketers gather data to effectively sculpt marketing campaigns?
These are the ways I’ve found are most effective:
- Seek It Out – Collaborating with your sales team is imperative for ensuring a consistent buyer experience from the first marketing communication the prospect receives to the last conversation they have with a sales executive before becoming a customer. Pick the brains of your sales executives and see what happens. What are some of the most common pains their prospects share with them? What functions of the product do your customers rave about most often? Gathering the answers to these questions allows marketing to understand what resonates with prospects and we can then incorporate this information into your messaging.
- Monitor in Real Time – Evaluating prospect activities using lead scoring, email analysis and social media engagement through marketing automation, and assessing prospect interest using Google Analytics are all ways to monitor your prospects’ interactions with your company. Effectively analyzing the behavior of your prospects in each buyer persona and learning what makes them tick as they interact with your content gives you the opportunity to improve your engagement as you go. These insights into what methods of communication work best in increasing engagement will help make your marketing initiatives that much more successful.
- Report Regularly – Generating monthly, weekly, and even daily reports can reveal what is working and what isn’t when it comes to your marketing efforts. The ability to assess your team’s performance based on reports around email engagement, social media posts, content usage, average time spent on certain company website pages, and more can help shape future initiatives. If email engagement is low for a certain buyer persona, maybe your team focuses on restructuring the messaging for that segment. Developing frequent reports keeps your team on track to achieve your goals.
As more and more information becomes available to marketers, it’s important that what we gather is used thoughtfully. Personalizing marketing messages with dynamic content based on prospect data makes for effective and creative marketing strategies that result in qualified lead generation.