You’ve heard many times before, buyer personas are a crucial component of successful marketing. They clearly outline the target audience and ideal buyers for the product. The characteristics of the personas give insight into what will make the most impact when marketing to them. Understanding characteristics such as buyer pain points and preferences will help an organization define messaging that will resonate, identify types of content to deliver and pinpoint mediums that will perform best when delivering content. All of these points matter especially for a B2B product launch.
Importance of Buyer Personas
The new product was developed because there of a need for it in the marketplace. The group of people that this product appeals to acts as the target audience and inside this group are the ideal buyers. They exhibit key characteristics of demographic, firmographic and even psychographic data points that portray who they are and the challenges they face. Having a clear understanding of who your new product best serves and why it is needed will allow you to clearly define and establish your buyer personas. Here are the three key benefits of creating buyer personas for a B2B product launch.
Reach the Right Audiences
The new product being launched is designed for a particular business type and group of people. Attempting to reach those outside of this bubble might be a waste of time and resources. While invisible customers are always out there, prioritizing marketing efforts on those that fit the product’s target audience makes the most sense. Buyer personas help hone in on your audience by establishing key characteristics including business type, location and job title, all of which are just a few influential pieces of the puzzle. If the plan for the new product is to primarily target businesses in the United States, focus only on that location. Focus your targeting on decision-makers in organizations, and define the specific job titles you want to target to concentrate on that audience. Reaching the right audience helps your B2B product launch content and messaging better resonate.
Create Personalized Experiences
Your buyers most likely experience common challenges that make the new product an appealing solution. But not every prospect and buyer are the same. Each has unique pain points that relate to their business and role, some more important than others. Each of these challenges should be prioritized and addressed differently. Creating personalized customer experiences and content can help marketing efforts focus on your buyers’ unique pain points. Without having defined buyer personas, your messaging and content will be unclear and connecting with your audience becomes challenging. This is not ideal for a new product. Highly targeted messaging, reaching pain points or other persona characteristics, forms a strong connection with your audience and leads to long-term relationships. But, personalized messaging cannot be created without the definition of distinct buyer personas, which contribute to product launch success.
Increase Confidence in Marketing Activities
When an organization knows exactly what buyers are looking for, their pain points, demographics, firmographics and even their buying behavior, it can increase the confidence in marketing activities. For a B2B product launch, marketing makes a huge difference, so as confidence increases, so does success. The valuable information gained from dedicating time to research and analyze prospective buyers will not only help better address prospects’ needs but also deliver amplified results. When you know your buyers, the messaging and content created surrounding the new product will better resonate. The more messages resonate, the more impactful marketing activities and the more your new product will stand out.
Develop Buyer Personas for B2B Product Launch Success
Launching a new product is an exciting time for any business. But, a lot goes into the planning and execution of a product launch. To succeed, all aspects of the launch must have a purpose. Buyer personas serve as one of the foundational purposes of marketing. Without them, there would be no direction for messaging and content, leaving the new product misdirected and not reaching the right audiences. Conducting buyer persona research through various techniques can give everything needed for detailed, accurate personas and overall direction for marketing efforts. For a new product, marketing to the right audience with the right messaging and right content makes the most impact, leading to overall business success and revenue generated.
Getting ready to launch a new product and are looking for B2B product launch experts to help you succeed? Contact us today or request a free marketing consultation. We’ve helped countless clients successfully launch their new products or company and achieve their goals.