Stop Making Stuff Up! Leveraging Authentic Personas to Win the B2B Buyer’s Trust
Speaker: Adele Revella | CEO, Buyer Persona Institute, Inc
There’s a lot of nonsense floating around that buyer personas are fictional representations of your buyers. Even worse, many believe that personas are based on internal opinions or customer interviews. These myths result in too many personas and sabotage the persona’s purpose—to teach us how to build trusted relationships with the very real people who make buying decisions.
In this session, you’ll learn why personas must be based on deep insight into your buyer’s questions about you and your solutions. You’ll see why the right answers are more important to buyers than features or price.
At the end of this session you will be able to:
- Build personas around five insights into what your buyers want to hear
- Use persona insights to build messages that address buyer expectations
- Align sales and marketing around what really matters to B2B buyers