Identifying your Ideal Customer Profile and Developing Buyer Personas


Hello and welcome back to another
episode of Un-Missed Connections I’m excited because we have Samantha Stone
here in the studio the founder of the marketing advisory network now you guys
have been around since 2012 consulting work for startups for a lot of
businesses for marketing bringing products to market and you’ve been
hosting these workshops which I got to join about a month or two villagers
fantastic and also you’re the author of unleash possible which is available on
Amazon if I’m correct right absolutely and the link will be below if you want
to check it out on Amazon but thank you so much for joining today what we’re
going to be talking about by your personas how do you actually figure out
who those buyer personas are and how do you you know organize interviews and
properly market to those folks and so there’s an ideal customer profile which
is who you want to be your customer but that’s completely different from a buyer
persona and they’re confused often can you just describe the differences
between the two yeah thank you so much for having me first well you know not a
subtle topic right this is this is a really meaty and really important topic
so I’m so glad we’re getting a chance to talk about it there really are
distinctly differences between an ideal customer profile and your buyer persona
and I’m glad that you asked because people do get it confused and they’re
it’s a really important difference the idea of customer profile is actually
something we do before we talk start looking at the specific people that we
want to sell to we need to understand what market can we serve and so the
ideal customer profile looks at things like if I’m selling to other businesses
what are they like what size are they what industry are they in what are their
use cases for how they might interact with my solution I might look at
geography where can I serve I might look at a bunch of things that you’re
probably familiar with that sound very straightforward the magic and ICP comes
when we start going a couple layers down from that and we start to look at things
that might signal a purchase intent and so we look at things like maybe if I
sell office coffee makers I use that as an example because we all you know know
what that is so if I sell office coffee maker exactly coffee makers I might be
looking for companies that are fast so maybe one of my signals and ICP is I
want to look for companies that not only have at least 50 employees but have a
lot of job openings so our ICP is really looking at the organizations that we’re
gonna go after in the segment of markets that we’re gonna go after sure once we
do that we still sell to people so now we have to figure out within that
environment who are the people that we sell to what is their function how are
they motivated how do they make decisions and that’s what a buyer
persona it is yeah then you find out who’s actually pulling the trigger and
buying what you’re selling exactly exactly and when you meld those two
things together then magical things start to happen with our targeting
because then we get really precise with who we’re developing messaging for who
were developing content for and then we get really tightly around with our sales
team as well the ideas again of course who you’re selling to is different than
figuring out what’s the target company that would best fit your solution
products are coffee makers you know of course every company needs a coffee
maker and so now that we’ve kind of decided what the differences are between
that ideal customer for a while and a buyer persona you have to ask people
what they’re interested in you have to find out who those buyers are you have
to look at history how do you actually you know figure out what your what your
resonating strategy is how do you figure out there’s personas and I know at one
point when we had the meeting when I joined the workshop we talked about the
interview process data is extremely important it provides us a place to
start we can look at what content is being consumed we can go back in the
history of our successful sales environments and our losses and
understand who was involved and what steps did they take and where did we
lose out and all of those things so that data tells us incredibly important
things that helps us build a hypothesis yeah but once we have a hypothesis we
actually have to go talk to the people I know right you can’t be afraid and the
qualitative part of a process is developing a personas is irreplaceable
we’ve done a lot of research and data that shows us that organizations who
exceed or meet revenue expectations are better at qualitative
analysis because having a conversation unveils things that we can’t see so data
will tell us what someone does it can tell us what they’ve downloaded for
offers it can tell us where they were in a sales process but it doesn’t tell us
why exactly yes right and why is what we want to respond to when we’re creating
our content and telling our stories because understanding the why will help
us connect emotionally to our buyers not just rationally and even though a lot of
us sell things to other businesses we still buy emotionally someone has to use
it yeah just because I’m selling a software product company doesn’t mean
that it’s the company that’s using it people are using it for that company
that’s how it works exactly you’re exactly correct people
are using it people are interacting with it people are prioritizing it over other
things so how do we create an emotional connection to those folks that also is
lined with rationale so and the rational side of the discussion what are the
things that are not just features of our solutions but are gonna align to the
things that are motivating for our buyer and then how do we align our solution to
what they already believe in their top priorities no that makes sense so to
find these folks I mean you kind of have to have an idea of who would be using if
you have your ideal customer profile whether you’ve done this before or not
you’ve had some sales do you look historically first to help identify who
you’re actually bringing into these conversations or surveying not surveying
but interviewing you know how do you find those people to interview it’s a
really great question so certainly you want to look at where you’ve had success
so far so you definitely want to look back and talk to some of your customers
but here’s where a lot of people make the mistake they rely too much on who
I’ve already had success with which is a very limiting factor because it may be
exactly the right people but it may be almost by mistake it may be because
right it may be because you have a sales person who knows this territory really
well and has a lot of personal relationships and so we want to make
sure that you talk to buyers and the ones you start with the people you know
and you have them map the process and they will identify other
people involved in the buying process then we might have engaged with because
there’s a lot of people that salespeople never talk to because they’re behind the
scenes right so step one is to do that that step two is to go talk to a bunch
of people who are your target buyers yeah and go through the same process
with them and understand that and have those same types of in-depth
conversations that you would with your existing customers I am very sorry to
interrupt this episode but Samantha and I had so much good content to talk about
we had to split this episode into two parts so go ahead and click in the
description below to watch the next part of this episode where we talk directly
about facilitating that interview process what questions you should ask if
you should be giving compensation or not and what do you do with all that data
after you capture it it’s a lot of tangible data so go ahead and click in
the description below to find the next part of this episode

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