Have you ever met an effective marketing team that didn’t have a strong understanding of their buyer? It’s a simple truth, but a powerful one. It’s really hard to connect with your buyer if you don’t understand their needs, their fears, where they go for information and their buying process. Buyer personas profiles provide marketers with this information in a concise package. 

As a B2B Agency, we’re very interested in the latest stats and trends in B2B digital marketing. Our clients often ask us about best practices and stats as they can be helpful when building a business case or when trying to create change with their company.

If you’re like many B2B marketers, you’re familiar with the concept of buyer personas and understand how valuable they can be. However, “COMPLETE BUYER PERSONAS” usually sits on a to-do list just waiting to be checked off. So what’s the hold-up? It’s definitely not for a lack of wanting to do it. However, many marketers feel uncertain about how to actually get started with the process.

Personas are my crack cocaine.

Why, when it comes to creating video, this Creative Director is addicted to personas

There are many reasons why I’m hooked on the idea that reviewing a persona first should be the initial step of the video development process. The most important reason why is this:

Has your agency ever asked you to fill out a brief that contained questions such as:

• What are the needs of the target buyer?
• Who are all the individuals involved in the decision and what are their needs?
• Describe the buying process?
• Describe the tone of voice for the campaign?

As a B2B marketing agency, when we work with a client on any creative project (e.g. videos, lead nurture flows, blogs, collateral, etc.) one of the sections in our standard brief is focused on their target buyer personas. When this section is completed with great detail or when the client gives us their persona summary files, invariably the following happens:

As we’ve evolved into GET LIFT Agency, we’ve developed a best-in-class team of marketers who have their finger on the pulse of B2B marketing. In this new bi-weekly series, Get to Know our Team, we will introduce you to the thought leaders who will be shaping our business in 2016 and beyond. In our first installment, we’d like to introduce David Pereira.

Last week in Nashville, I attended my 4th Sirius Decisions Summit. For those of you who haven’t been, it’s truly a can’t-miss event for B2B sales and marketing professionals. I’ve found that each summit provides insights, frameworks, thought-starters and conversations that are critical for our agency business to stay ahead and instrumental to my career growth as a B2B Marketing Consultant.