A B2B buyer persona is an extremely valuable resource for digital marketers in industries with long sales cycles. And once you have one fully developed, it can really begin to improve your content marketing, especially for niche industries such as healthcare technology.

How well do you know the prospect you’re hoping to make your next satisfied customer? 

Do you know much about their day to day at work? What are the pain points of working in their industry? Or what about the resources they turn to? 

I don’t know about you, but I probably see at least 4-5 ads a day that scream “FREE TRIAL!” or “7-DAY FREE DEMO,” whether it’s for Disney+ or a contact management software.  Seeing so many demos out there on the market got me thinking about how successful these companies actually are. 

You’ve spent months creating what you think is a solid marketing strategy. You’ve collected information. You’ve developed a buyer persona. You know the tactics you’ll use. And you’ve set goals. 

If done right, inbound marketing can work for any business that has a considered purchase ... but it can also fail. It can fail for a variety of reasons, but let's start to break some of those reasons down.

Buyer personas play a massive role in your inbound marketing strategy. After all, what good is a marketing strategy if you don’t know who you’re marketing to?

If you’ve stumbled on this article, you’re probably reassessing the way you approach sales/marketing efforts and feeling a little unsteady. Perhaps one of your biggest sticking points is, “How do I reach the right people in a digital space with an intangible product?”

A better question (or two): “What is a buyer persona, and how will it help me reach those people?”

A buyer persona is a semi-fictitious profile of your ideal customer. It consists of market analysis, current customer data, and hypothetical situations. A buyer persona touches on key information that could affect your marketing message, such as: 

• Demographics
• Consumer behaviors
• Consumer goals/objectives

Although relatively similar, buyer personas and target markets are not the same -- buyer personas are much more specific. Furthermore, SaaS buyer personas are different from regular buyer personas. And SaaS buyer journeys and marketing strategies greatly differ from traditional marketing strategies.

Here’s what you need to know about selling software as a service in the modern age.

One of the best ways to increase your company’s website traffic is to keep an updated and relevant blog. Your blog posts are an important part of educating your current and potential customers, and position your brand as a leading authority in your industry.