Just like in the B2C (business-to-customer) world, personas are often used in B2B. However, we at Lead Magnet, to put it mildly, think that this is simply stupid. In the B2B environment, especially in the Czech one, it makes much more sense for us to work with so-called potentials . Read on to learn who potentials are and why we think that B2B marketing should focus on them.
“Peter is about 28 years old, single, a PPC specialist, most often works on an Apple laptop, and is always greeted at home by a pack of four pugs.” This is what one persona from the entire set that many agencies and marketing specialists work with can look like.
Personas may work in B2C, but not in B2B
In the B2C sphere, this sometimes makes sense. Personas make it focus on potentials easier to approach individual target groups. Real customers are also often used as their models – within overseas chinese in usa data personas, you work with data such as age, marital status, etc. But many agencies and specialists also work with personas in the B2B environment.
In B2B, you are interested in the company as a whole, its size and segment
However, admit it yourself that if your product is, for example, this can help in decision complex software that makes
administrative work easier for companies, this is the last information you need to know about your potential customer. If
we are talking about the Czech or Slovak, or rather the European market, you will be interested in basic socio-demographic criteria , such as roles and departments in particular . You will be interested in the company as a whole, its size and segment . It is quite likely that your sales process will not involve one person, but several roles.
And if you take a more account-based marketing approach, you will certainly welcome more detailed segmentation. In this case, you will also be interested in what type of company it is, how big it is, how much turnover it has, how many employees it has, etc.
In B2B, it makes more sense for us to work with potentials.
Within potentials, we also work with key roles. There is a big difference in how we should address a person in an
executive position and how we should address a C-level person or other decision maker. The offer and the entire sales
process will be tailored to what the focus on potentials person in the given position is interested in and what is important
to them. Set potentials can be different for each product or service, and when it comes to the B2B environment,
this is a fairly common practice. Every company should therefore have one, school email list which we at Lead Magnet will be happy to help you with.
However, before you proceed to the actual planning of strategies, it is a good idea to first find out from (non)public
sources how many potentials you have – that is, how many companies and people your campaigns will
target. At the same time, sales and marketing should make an important decision on how they will approach their
potentials through acquisition. Determining the size of the potentials market is one of the key things for us when starting
cooperation with a new B2B client.