Develop & use personas in B2B marketing

Introduction

Developing and using personas in B2B marketing is a key success factor for B2B companies in the digital age. The aim is to address potential customers at the right time with relevant content and guide them measurably through the sales funnel.

What is developing & using personas in B2B marketing?

Developing & using personas in B2B marketing describes measures, strategies or tools that are used specifically in business-to-business marketing - from lead generation and content creation to the automation of marketing processes.

Relevance for B2B companies

The digital customer journey has become more complex and individualized. The targeted use of personas in b2b marketing strengthens visibility, trust and conversion along the entire decision-making process.

Typical challenges

• Lack of target group knowledge & buyer personas
• Media breaks between marketing & sales
• Too little data to measure success
• Use of technology without a clear strategy

Practical example

A B2B SaaS company implemented personas in b2b marketing to systematically generate leads via whitepapers and targeted LinkedIn campaigns. Result: higher website traffic, targeted contact inquiries and a clearly measurable pipeline.

Our consulting approach

1. Analyze marketing strategy & customer journey
2. Evaluate technology stack & data infrastructure
3. Derive relevant channels, content & measures
4. Setup of campaigns, dashboards & automation
5. Knowledge transfer, testing & continuous optimization

Conclusion

Developing and using personas in B2B marketing is not only possible in B2B, it is essential. Those who play out targeted content, use data wisely and combine marketing & sales will be digitally visible and successful.