who you are as a company, it also gives your entire marketing campaign a more focused direction.
However, there's more that goes into the creation of your buyer personas than simply talking with sales and having them come up with profiles for your customers. It's about knowing more about the people who aren't buying from you. That's right. And we've even stumbled across a great video on the subject from marketing expert David Meerman Scott (@dmscott), a leader in the industry of inbound marketing.
And if you're interested in learning even more about creating effective buyer personas, be sure to check out our free ebook that'll provide you with everything you need to know.
In the meantime, check out what David Meerman Scott has to say on crafting your buyer personas.
Creating your Buyer Personas
Where to Start
All great buyer personas start from getting to know your consumers and prospects better. However, many marketers and business owners take this to mean that they should simply interview and detail the profiles of everyone who has bought from them, after all, isn't this the most accurate definition of who'll be buying from them?
While it very well may be, according to Meerman Scott, your customers and people your sales team engages only represent a small piece of the pie when it comes to your buyer personas.
You should also be interviewing the people who aren't buying from you, as these are the people you'll want to more effectively engage and sell to in the future.