how to align your 'smarketing' team via your buyer personas

How to Align Your 'Smarketing' Team via Your Buyer Personas

There’s one equation in business we all love…

Happy Buyer Personas = Happy Customers = Revenue = Smiles All Around

While revenue isn’t everything, it’s a measure of success that proves:

• Your marketing campaigns are targeting the right customers

• Your sales team are closing the right deals• Your customer service teams are delighting

customers while also building trust and loyalty• Your business efforts are delivering a decent ROI

Considering all the time, money, energy and happiness that’s on the line, we want to get it right.

So how do we make sure we’re making the decisions that ultimately answer the wants, needs and pain points of our customers?

Step 1: Create authentic buyer personas.

Step 2: Refer to these buyer personas in every step of the decision making process.

But first… What are Buyer Personas?

Buyer Personas are the fictional representations of your ideal customers.

“Buyers are 48% more likely to consider solution providers that personalise their marketing to address their specific business issues.”

ITSMA

But how do we make realistic personas? You might ask.

Well this is where the smarketing genius begins.

Right from the start

Smarketing =

Marketing + Sales working together.

One team.

Aligning your sales and marketing team begins by bringing everyone on to the same page, about your company’s goals.

What are your goals?

To bring in more of the right customers and, in the process, grow revenue.

How to begin? Start the conversation …

• With your current customers• With your sales team• With your customer services team

With your current customers

Sometimes picking up the phone is the best thing you can do for your business. Identify your ideal customers from your current ones. Then, invest time to interview them in person or over the phone. Events are also a great way to collect real life data.

Dive deep to discover:

• the real challenges they face• the typical work and personal life they experience• the ultimate goals they crave.

With your Sales team

Who better to tell you about your customer’s pre-purchase doubts? Your sales team will have faced every sort of customer, from the ideal to the challenging. Include this information in your personas. It’s essential.

• how your ideal customers have travelled through the sales funnel

• how they interacted with certain kinds of content• the kinds of doubts, concerns, needs and

challenges they raised

Explore …

With your customer service team

When it comes to figuring out your ideal customer’s biggest challenges, it’s time to head to the front line. Your customer service team will have all the answers!Existing customers are the best way to model who your ideal and negative personas are.

The next step...

Compile the information you’ve gathered into centralised documents. Don’t forget to give your personas a name and a face.

Your buyer personas need to:

• be succinct• be placed in a central location that everyone

(from sales to marketing) can refer to• represent the key challenges, concerns and

desires of your dream customers

For example, say hello to

Small Business Owner Cara

So… you’ve got your buyer personas…

What now

Now you unleash your company’s true Smarketing super power

“Companies with good Smarketing practices in place generated 208% more revenue from marketing efforts.”

Hubspot

With everyone from marketing to sales on the same page, you can drive a common goal forward to elevate customer experience and drive revenue!

Attract Convert Close Delight

Ready to start more smarketing awesome in your

company?

Try the free buyer persona builderTry it now!