Gathering many of my fabulous clients in one room for the ThinkSpring Marketing 5-Year Anniversary event got me thinking about what makes a good customer—and why it’s so important for every business to identify the ideal target audience for their product or service.

The marketing and sales process is a lot like dating. You’ll find your ideal date—or in this case, the ideal customer—with a lot less effort if you know who you’re looking for.

You can zero in on your ideal customer by creating an audience persona. An audience persona helps everyone in the organization focus their efforts on the target companies that will be most profitable. Personas make it easy to tailor messages that are relevant, specific and memorable.

Audience personas also streamline marketing and reduce confusion between departments by providing objective criteria for decision-making—everything from “is this lead qualified?” to “should we create this new feature?”

Audience personas for B2B marketing include: 

  • Company characteristics such as industry, size, revenue, location and maturity in the market.
  • Decision-maker characteristics such as typical gender, title, average age, level of education and workplace responsibilities.
  • Problems and needs the organization is likely experiencing, especially those relevant to your product or service offering.
  • Current and desired perceptions about your industry, your organization, your competitors and your product or service.

Create an audience persona for each of your core offerings, and for each market segment, industry or vertical market where you operate. Update your personas annually and share them with everyone involved in the marketing and sales process—including your copywriters, graphic designers and agency partners.

Request a sample audience persona. Tweet your request to @ThinkSpringMktg or contact me.