Understanding your buyer persona: the good, the bad and the CEO

Starting your construction of a buyer persona is not an easy task, we are not going to deceive you, but you must always be clear about certain general aspects such as how a great buyer person could look, and its antonym, a negative buyer person which we can understand that it can never be our client.  

Finally, understand why these two buyer personas really make decisions, and it will not always be the CEO who will determine whether a purchase is made or not, in addition to the factors that revolve around this character. 

The buyer persona is the semi-fictitious representation of your ideal buyer persona and you must consider extreme factors that can turn your buyer persona from negative to positive. 

What does a great buyer persona look like? The good. 

 To identify that you really built a great buyer persona, you need to examine the following points: 

• You built a semi-fictional character: In doing so, you defined aspects such as a name that is memorable for the team, you assigned an image or a photo so that you can feel more real. 

• You described her day to day: you considered her routine and the space she dedicates for all activities and in which social circles she mainly moves, social networks or channels in which she communicates, etc. 
• Demography and bibliography: you defined an age, a professional profile, where they live, gender and other formal data of the person 
• Objectives of your person: it is important that you define where you want to go, what is your objective, where it is projected in about 5-10-20 years. This will give you clues as to how you can help him in the long run. 
• Pain points: you have fully identified that you do not let the person achieve their goals. 
• Common objections: You can identify why they will not buy your product or service 

• Type of experience you want: All people have a different perception of how to find the solution to a problem, but you must identify what it is that makes them feel good and complete when looking for the solution to their problem. 

With these points mapped, you can identify what your ideal buyer persona looks like because you will already have all the information you need. So, you must identify what a negative buyer persona would look like or in some cases it is called an impossible buyer persona because it does not meet the minimum requirements for your business to function correctly or be sustainable over time for multiple reasons. 

Buyer Negative people: The Bad 

Identify who can never be your buyer persona, because it could give your team great headaches and you will not help at all to grow your business. Mapping these types of people within your strategy will allow you to eliminate any ambiguity of characteristics within your ideal buyer persona model and you will be able to identify from the beginning when a customer is potentially bad for your business. 

It is not necessary that you do a great exercise to determine who is a negative person, but rather identify broadly with a name who might not benefit you in the company, segmenting by large areas, for example, a person who only buys 1 box of shoes and in your business, you only sell packages of 10 boxes of shoes. Finally, it is impossible for you to sell your boxes one by one, and you will spend too much time on your sales team looking for people to buy your entire inventory one by one, so, in that simple example you already have a first filter of who does not it can be your buyer persona. 

In this section you will have to be clear about your objectives and how you can help your clients, so you also determine in what way or who you must leave on the way because you cannot help them with their problems, but not! feel guilty! This often happens when a business has a fixed course of growth and wants its level to improve. 

Because your buyer is not always the one who makes decisions: The CEO, B2B council 

After identifying who you can help and who you have no possibility of giving a solution to their problems, you must identify if your buyer is ultimately the one who makes the decision from the beginning or if he is influenced by multiple factors or people that revolve around him. 

A common mistake that we often find ourselves in when building B2B buyer personas is to think that the CEO is ALWAYS the person who makes the last decision. And it is that in the world of. Inbound Marketing it is necessary to consider all the factors that can influence the decision of your client, both external and internal, since the person is immersed in a world that is constantly influenced by multiple channels, either their family, friends, children, or even coworkers. 

Consider that whoever uses your products, reads the content of your website or investigates your solutions is not a member of the executive team. As Hubspot's Chatterjee mentions on his blog The CEO Is Not Your Primary Buyer Persona, the decision maker will likely never see any content you make to him if it is not focused on the target audience of the decision maker. 

Try to run campaigns that provide solutions to your end customer and give the necessary inputs to the CEO of the company so that they feel that their customers' problems are also your problems, so you can focus on understanding what it is that prevents you from sleeping. executive department of your company and how you can help solve their problems. 

Do not forget that all these tips can be put into practice in your Inbound Marketing strategy, and if you still have doubts about how to manage your strategy, we can advise you on your campaigns and thus ensure their success.