What does it tell you about

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Who they are and what they’re looking for? State of Marketing Report Use surveys, feedback forms, and interviews with existing or potential customers to add context to your data. Speak to salespeople, customer service reps, and other members of your team who interact with customers at various points in their buyer’s journey. Then use what you learn to build or finetune your personas to match. Buyer personas represent only your ideal customers Although you will occasionally hear that your personas should only represent.

your ideal customers, this is another one of those very persistent buyer ICTP Conference 2017 persona myths. Every company has model customers they love or potential demographics on their wishlist that they’d love to reach. However, the vast majority of your customers will not fit these ideals, so leaving them out of the equation when building your personas is a big mistake. Don’t stop at simply interviewing and researching your best customers and most desirable leads.



Instead, create a clear picture of your entire customer base by also assessing occasional buyers, prospects who started strong but haven’t converted, and customers who had negative experiences with your company. Personas that cover types of customers that aren’t your ideal, including negative buyer personas, can provide valuable insight into what is and isn’t working with a given marketing campaign.