3 Keys to B2B Success: Buyer Personas, Content, Conversion Goals

By Nick Price

All successful B2B marketers understand the importance of lead generation, so it should come as no surprise that 85 percent of B2B marketers consider leads their main priority. But creating a successful lead building strategy that turns into customers isn’t as easy as it sounds.
There are several tactics you need to employ in order to succeed. B2B marketers should ask themselves the three Ps – purpose, process and promise – in order to build a strong program. Once you can define who you are, what you do and what matters to the customer, you are better poised to get the right message, to the right people, at the right time in the sales cycle.
In order to move the needle from interested buyers engaging with content to signing deals, B2B marketers must identify needs and set criteria to meet these for each decision maker in the cycle. Using influencer-based personas can guide relevant content development. Personas must identify the needs of each influencer’s concerns. To do so, it is important to define your targets and continually refine this list. You can’t market to the entire industry, so it is important to focus on your core audience and key decision makers in order to get in front of the right people.
Once you have identified the target, you must create content that speaks to this audience. B2B marketers must identify their audience’s major issues and develop content that speaks to these specifics. Content is key to a strong B2B marketing program, and developing strong content that speaks to audiences should be core to your program. While some agencies rely on outside agencies to develop content, many large companies bring content creation in-house. Content marketing costs 62 percent less than traditional marketing and generates about 3X as many leads.
One of the biggest challenges to in-house content development is balancing the various departments and ensuring that the internal structure is aligned. Open channels of communication and strong internal relationships are central to ensuring that good content is created and then delivered. This approach relies on collaboration between sales and marketing departments, each of whom have a unique view into customer insights.
Find the storytellers within your organization to develop the content and let the numbers people provide the data. Storytelling should be emotional and able to engage the end user through humor, shock or even sadness, depending on your message. Stories should tap into the fears and concerns of your buyer persona and should speak to how these challenges can be overcome.
Beyond just developing good content, you should set conversion KPIs. These will help track how each piece of content helps push prospects to the end conversion goal. While each individual blog post might not be specifically flagged for conversion, build a series that has an end goal result. Doing this will help you ensure that your series is guiding prospects along the purchase path to conversion. Marketers that make blogging a priority are 13x more likely to report positive ROI. Your job as a marketer is to develop content that leads to this purchase path and ensures that you have conversion goals in mind.
Savvy B2B marketers are learning that there is a process to successful lead generation and it requires taking time to understand buyer personas, content development and identification of conversion goals.

Nick Price

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