Digital Sales & Marketing
Digital Sales & Marketing
Close

Free digital sales and marketing courses

Immediately start seeing better digital sales and marketing results with dozens (and counting) of free online courses inside IMPACT+.

View all free coursesView all free courses

Digital Sales & Marketing World 2021

The premier, hybrid event for growth-focused business leaders, digital marketers, and sales pros. Virtual passes are free for IMPACT+ Pro members. In-person passes on sale soon.

Learn moreLearn more Watch past events on demandWatch past events on demand

Digital sales and marketing services

Discover the full array of IMPACT services, including inbound marketing training, web design, paid media management, and more.

Learn moreLearn more
They Ask, You Answer
They Ask, You Answer
Close

Free They Ask, You Answer course

Learn the principles of the They Ask, You Answer by taking our most popular course, taught by Marcus Sheridan himself.

Take the course nowTake the course now

Hire a coach

Turn your company into a high-performing digital organization with our flagship coaching program, Digital Sales and Marketing Mastery.

Learn moreLearn more

Case studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

View case studiesView case studies

They Ask, You Answer, the book

“One of the 11 Marketing Books every CMO should read.” — Forbes

Learn moreLearn more Buy the bookBuy the book
Virtual Selling
Virtual Selling
Close

Virtual Selling Mastery

Equip your sales team with proven methods to connect with today’s buyer, shorten the sales cycle, and close more deals, faster.

Learn moreLearn more

Virtual Selling Summit 2021

Your one-day virtual selling crash course! Today, sales reps are struggling to sell remotely. Learn how to close more deals in a virtual world.

Register NowRegister Now
Video
Video
Close

Free video sales and marketing strategy course

Zach Basner teaches you the fundamentals of making video for sales and marketing work inside your organization.

Take the course nowTake the course now

Video Sales and Marketing World 2021

Video Sales & Marketing World 2021 is in the works. In the meantime, enjoy the 2020 event on-demand - free for IMPACT+ Pro Members.

Watch past events on demandWatch past events on demand

The Visual Sale, the book

Learn how to use video to ignite sales, accelerate marketing, and grow your business in a virtual world in this book from Marcus Sheridan and Vidyard’s Tyler Lessard.

Learn moreLearn more Buy the bookBuy the book

Master video inside your organization

Video is a critical component of any high-performing digital sales and marketing program, and is a key part of Digital Sales and Marketing Mastery.

Learn moreLearn more
HubSpot
HubSpot
Close

Free HubSpot sales and marketing courses

Taught by Carina Duffy, IMPACT’s lead HubSpot trainer.

Marketing automation mastery (with HubSpot workflows)Marketing automation mastery (with HubSpot workflows) Inbound lead generation and conversion optimizationInbound lead generation and conversion optimization Getting started with sales technologyGetting started with sales technology

HubSpot Training Day

Following INBOUND 2020, IMPACT and HubSpot co-hosted a full-day of deep dive sessions to help HubSpot users get the most out of the new features fast! On-demand access is free for IMPACT+ Pro Members.

Watch on-demandWatch on-demand

HubSpot training and implementation

Maximize your investment in HubSpot's marketing, sales, or service platforms with guided training and implementation services.

Learn moreLearn more
Web Design
Web Design
Close

Website Optimization Summit

Learn how you may be unwittingly undermining the money-making potential of your website and how to fix it! Watch the opening keynote for free on-demand inside IMPACT+.

Watch on-demandWatch on-demand

Website design and strategy services

Get a beautiful, user-friendly HubSpot or Wordpress website that is easy to update, consistently generates leads and revenue, and grows with you.

Learn moreLearn more

9 Ways to Turn Your Buyer Personas Into Customers

9 Ways to Turn Your Buyer Personas Into Customers Blog Feature

January 7th, 2013 min read

The following is an excerpt from IMPACT's popular ebook, "The Ultimate Guide for Creating Profitable Buyer Personas." For more expert tips on more effectively targeting your ideal prospects, check out the full ebook.

So you know who your ideal prospects are, right?

Of course you do. They're people who are in need of whatever product or service you're offering. That was easy.

Hold up. While your ideal prospect will obviously have a need for what you're offering, do you know where their need stems from? Do you know anything about their personality, such as what types of actions affect their purchasing decisions?

Knowing this type of information would make marketing your product/service a helluva lot easier wouldn't it? This is exactly why so much emphasis has been placed upon developing detailed buyer personas in order to more effectively target ideal consumers and know what it takes to close the deal.

So what goes into developing accurate buyer personas? Funny you should ask, as we've detailed the resources used to create the most detailed personas possible.

If you're interested in learning more about turning these tips into actual results, be sure to check out the entire ebook.

Turning your Buyer Personas into Customers

Forms

Forms can tell you a whole lot about your customers, and, depending on where a visitor may be in the lead nurturing process, you may want to use a different form to reach different objectives. Luke Wroblewski, the author of the book “Web Form Design: Filling in the Blanks” defines the three main reasons of having a form and their expected outcome best in the chart below:

Conduct Loyal Customer Interviews

We either work with our clients so that they can conduct these interviews in person, or we can create a survey that will go out to a customer after he or she completes a purchase on your website. How they found your site, why they chose you, and what drove them to buy your product and service are all typical questions that we’d ask. We also ask about what they loved and what they hated about their buying experience on your site.

Use Lead Intel

By using top of the line marketing analytical tools we’re able to uncover the statistical information that allows us to look up things like a lead or customer’s email and social media behaviors, what they look at when at your site, where they came from, where they went after visiting your site, and so on. HubSpot has created an incredibly intuitive lead, tracking and intelligence tool that you can download to help you with your own lead intelligence efforts.

Your Sales Team Knows Best

Lastly, listen to your sales team. While you may think that you know who you’re selling to, it’s your sales team that’s assisting your customers day in and day out, hearing their pain points and helping people learn about your products and services. Get together with them for an informal meeting once a week to see if targets are being met and what pain points your sales team may also be having in attempting to reach those sales targets.

Implementing Buyer Personas Into Your Marketing Campaign

Once you know who your buyer is, it’s time to start implementing them into your marketing campaign. There are four different ways that this is best executed:

  • Through content
  • Through landing pages
  • Through your website
  • Through CTAs

Through Content

Gleanster Research has recently revealed that there is a direct correlation between the amount of time that a visitor spends on a website when reading relevant content and the likelihood of any of that engagement leading to a sale (Gleanster Research, 2011).

What does this mean to you? That you have to tailor your content to suit your buyer. We skip adding any useless or “untargeted” content to your site and focus on giving your primary buyer persona exactly what he or she wants through web articles, blogs, videos, audio, and any other type of content on your site.

Through Landing Pages

What we at IMPACT really love about landing pages is that you can (and should) have more than one landing page, each tailored for different personas (if you have secondary buyer personas) and/or for different parts of the lead nurturing process.

Though many B2B and B2C companies don’t currently utilize landing pages, those that have effectively integrated their buyer personas when tailoring specific landing pages have increased their conversion rates by up to 48% (Marketing Sherpa, 2011).

Through Your Website

Using images, colors, and jargon that your buyer persona will understand and appreciate is one way to build a visitor’s trust in you and your business. HubSpot also mentions another great tactic that has proven effective: a “choose your own adventure” style set up that allows your visitor to determine who they are and what they want from you:

From there, you can create customized pages for each buyer persona that include targeted content, landing pages and offers, thus increasing the likelihood of lead and customer conversion.

Through CTAs

The final piece of the buyer persona puzzle is creating calls-to-action (CTAs) that will speak to your visitor or lead through every step of the lead nurturing process. When we know who your buyer is, we create CTAs that are tailored specifically to what your visitor or lead wants and needs from you depending on where they are in the lead nurturing process.

Continue reading the full ebook...

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE