Develop Your Buyer Personas

Once you have your lead nurturing goals and KPIs in place, it’s time to connect with your buyer.

That doesn’t mean you’re ready to jump on the keyboard and connect with them. It’s important you take the time upfront to develop your buyer personas before you further the connection.

Patience is a true virtue for marketers!

Developing buyer personas is one of the key steps that many organizations bypass because they think they know their customers and don’t need to do this or believe it’s already done…

Building your buyer personas or profile is key in the begging or else you run the risk of missing the mark completely with lead nurturing. Depending on your industry and unique suite of products, solutions, or services, you may have a different buyer profile for each of your product segments.

Has your business evolved over the years? Even if you have created a buyer persona in the past, it is a good idea to verify that who you think your target buyer is today still holds true.

Before you do anything, you need to identify your target buyer and determine whether they differ by product or service.

Persona factors to consider include:

  • Role/Title
  • Background and Demographics
  • Goals/Wants/Needs/Challenges/
  • What your business can do for them
  • Common objections
  • Positioning

Take the time to do this exercise and don’t do it in a silo. Engage your sales team, or others in your company that play a critical role, to learn more about your buyer, the decision-marker that you ultimately want to reach.

Ask yourselves:

  • What roles or titles are you seeking?
  • What is their background or demographics?
  • What are the goals, wants, needs, or challenges that this buyer faces daily?
  • How can the product(s) and/or service(s) you are offering help them?
  • With input from sales, what are the common objections they hear?

Your nurturing campaign gives you a prime opportunity to counter objections early by how you position yourself. As mentioned earlier in this eBook, this is one step companies often bypass but shouldn’t.

They may say “we target the VP of Sales,” but then fail to complete the rest of the worksheet which leaves significant gaps in their marketing potential.

This proves the importance of developing buyer personas over again.


In one of our newest eBooks, we give you the 12 steps to getting started with lead nurturing and cover everything from the basics to the differences between CRM and marketing automation to succeeding with email marketing campaigns to getting sales and marketing on the same page, and more.

Get the 12 steps when you download your complimentary eBook copy.

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