Take a Collective Approach to B2B Personas - Marketing Interactions | #TheMarketingAutomationAlert | Hot Technology News | Scoop.it
My friend and colleague, Carlos Hidalgo's blog post, Why Buyer Personas are a Potential Obstacle to Demand Generation Success, got me going this morning. He makes some excellent points and I'd like to add a few of my own.


Intermediate/ Excerpt...


There are different levels of information desired and different perspectives about the same subject depending on the role of the persona. Some of them will require only high-level information, some more detail and some of them will need the information at the "in the weeds" level.


There are also different interpretations on goals. Take for example, ROI. While the CFO will care about time to value realized and putting numbers to that, the CIO may be more concerned about TCO due to budget constraints. The VP of IT may be responsible for interfacing with line of business executives, so his take on ROI will need to be about what they see as "ROI" and he will need the ammo/content to convince them to reach consensus.


Any number of different scenarios could exist, depending on what you're selling and who you're selling it to. This is what personas should help you to determine.


Finally, if personas can be served by the same content, I'd argue they aren't really personas. A true persona will have a different orientation than the others. They will have different goals and objectives based on their specific responsibilities to the company.



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