We recommend developing a buyer persona to help you understand your typical customer. While this won't directly be used in your Act-On marketing automation, it's a great way to visualize who will be the intended target for the content and campaigns that you create. A customer-first strategy is always best!
What's in a Persona?
Your buyer persona should use any data you have on your existing customer base and market research such as surveys. Use this to create a short bio of a fictional person with criteria such as:
- Buyer's Background
- Daily Activities/Behavior
- Current Problem and Solutions
- What's Important to Them
Example
Facility/Operations Manage - Dave
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Personal Background |
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Role: |
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Company Information |
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Goals and Challenges |
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Shopping and Industry News Preferences |
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Keep in mind:
- You may want to create several of these based on industry, product line, etc.
- For best results, work closely with your Sales team to get their perspectives!
- It's a great idea to continually validate this persona against your real-world customers over time
With one or more personas in hand, you're well equipped to provide a more personalized and engaging marketing experience.