Work to include critical buyer insights

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 31, 2021, 6:53 AM UTC

B2B buyer personas typically are based on product and sales intelligence, pain points, role-based details and a generic idea of consumer journeys, and lack information on critical buyer insights.

Due to several reasons including the pandemic, the relationship and interaction between buyers and B2B companies have been vastly disrupted with new buying behaviours having emerged.

In choosing to rely on dated sales and intelligence reports along with generic versions of buyer’s journey, critical buyer insights will not be used leading to ineffective buyer personas. So B2B companies must adopt a buyer-centric approach.

Activating buyer insights can help B2B leaders deliver the right content at a time and manner in which it resonates with buyers. Focus on buyer behaviours, buyer goals, insights into buyer interactions, and consider changing buying scenarios.

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