Manufacturing marketing buyer personas commonly hold one of four titles: Procurement Manager, Design Engineer, Maintenance, Repair, & Operations (MRO) Manager, or the R&D Team. In this blog post, I take you way beyond the position titles to get to know your buyers. When you know your buyers, your marketing content will grab their attention and keep them engaged from lead to sale!
When developing personas for your company’s buyers, consider the priorities, pain points, and information needs for each title. Who do they turn to for advice? How do they make buying decisions? What part of purchasing is their job and what part others?
To help you answer these broader questions, I put together a checklist:
Beyond their job titles, you need to know six other things before you develop a marketing message for a buyer. The answers to these questions form the foundation of your buyer personas. Write down the answers to each question as it relates to your business, and you will have a strong start to persona development.
Now that you have gathered the answers to these questions, you’re ready to build buyer personas for your company. Below are three steps to building manufacturing buyer personas:
This approach to developing manufacturing marketing buyer personas will position you as a trusted advisor to your prospect. They will notice that you seem to understand them and their needs.
Since people buy from people, it’s valuable to get to know your buyers as real people, too. Host events for current customers or attend community events where you can get to know them better.
Trade show booth conversations also contain great data on your buyers’ priorities and pain points. Create a means to capture notes of those conversations right after each one and mine them to enrich your personas over time.
Build better manufacturing marketing buyer personas with some preparation, reflection, and data collection. Take the mystery out of knowing your prospects so you can wow them with the content on your website and social media platforms!
What ways have you found helpful for creating buyer personas?
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With over two decades of experience, Parin leads an expert demand-generation agency, StratMg, that helps industrial manufacturing clients achieve unambiguous and quantified organic sales growth across the US, EMEA & APAC.
Parin has built & positioned StratMg to be a value-added marketing services provider that strives to create a culture of quantified sales-driven marketing initiatives leading to sustained business growth through channel management, diversification, new customer acquisition and retention strategies and tactical execution.
