If it seems like a customer is an unlikely fit for your business, don't ignore your instincts. Not every customer will align perfectly with a single persona, but they should fit somewhere on your defined spectrum. If a prospect expresses interest in your company but doesn't appear like a great fit, it's worth examining further in order to avoid investing in a partnership that's not likely to provide adequate ROI for either party.
Employ your best judgment when assigning new contacts into different persona groups, but don't force a fit simply to pad your contact base. Persona-based marketing is meant to garner greater results by focusing engineer database on lead quality over quantity, driving better (and more) sales conversions by nurturing connections with a specific (and limited) audience whose members are most likely to become customers. Don't be afraid to turn away prospects that aren't a good fit with any of your primary personas. You'll both be better off in the long term.
Interested in learning more about how buyer personas fit into the Inbound methodology? Check out our Ultimate Guide to Inbound Marketing below.
The success of all inbound marketing and sales efforts hinges on the development of accurate and informed buyer personas. To effectively capture, nurture and convert prospects into customers, it's essential to first understand who you're talking to, what drives their purchasing decisions, what their unique challenges are in relation to your product/services and what types of messaging they're most likely to respond to.
In the B2B model, buyer personas can be leveraged to tailor a sales pitch to specific individuals within an organization, to more effectively and organically capture the attention of qualified leads, to foster greater brand awareness and site traffic through persona-specific campaigns and to seamlessly usher leads down your sales funnel at key conversion points.
To help jump-start your persona development process, we've laid out our proven six-step guide to persona creation:
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