In the B2B marketing environment, understanding who your ideal customer is contributes to the success of any strategy.
Unlike the B2C market, where purchasing decisions are more emotional and less complex, in B2B, dealing with customers means interacting with professionals who have a high level of knowledge and more specific needs.
Continue reading and see how to create the perfect B2B persona for your company, discovering best practices, mistakes to avoid and how to keep your persona aligned with market changes.
What is a B2B persona?
The B2B persona is a semi-fictional representation of the ideal customer of a company that operates in the business-to-business market.
It is developed from real data and insights into customer behavior and needs.
Unlike a B2C persona, which can be more generalist, the B2B persona is much more technical and detailed.
It considers aspects such as position, sector of activity, professional challenges, and the role in decision-making within the company.
With a well-defined persona, marketing actions canada telephone numbers become more precise and aligned with the expectations of potential customers.
Differences between B2B and B2C personas
Creating a B2B persona differs substantially from building a B2C persona.
In the B2B universe, the persona is not an isolated individual, but rather a professional or group of professionals who represent a company.
While B2C personas focus on individual emotions, desires, and behaviors, B2B personas emphasize characteristics such as business goals, corporate challenges, and decision criteria based on cost-benefit analysis.
Another difference is that B2B personas have a higher level of knowledge about the products or services they are looking for.
They generally participate in longer and more complex purchasing processes, requiring more in-depth content and an approach that conveys credibility and expertise.