- \r\n
- Problems customers face (84%)<\/li>\r\n
- Customer motivations (78%)<\/li>\r\n
- Pain points and gender (tied at 73%)<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n
Our survey also revealed 69% of marketers are concerned about adding data on how their target audience finds information. Another 69% compile information on how their product\/service meets customer needs.\u00a0<\/p>\r\n\r\n\r\n\r\n
Slightly lower, 67% of marketers dig into data around their target persona\u2019s income<\/a>.<\/p>\r\n
Tied at 65%, the majority of marketers highlight their persona\u2019s priorities (that lead to them making a purchase), as well as what obstacles might be keeping their target audience from purchasing.\u00a0<\/p>\r\n
\r\n\r\n<\/p>\r\n
Another 59% look for job titles, and 57% track their audience\u2019s location. Only 27% aim to identify the size of the company their audience works in.\u00a0<\/p>\r\n
\r\n\r\n<\/p>\r\n
\u00a0<\/h3>\r\n\r\n\r\n\r\n
![\"top](\"https:\/\/referralrock.com\/blog\/wp-content\/uploads\/2021\/07\/2021-06-01_23-39-42.png\" "\\"\\"")
<\/figure>\r\n\r\n\r\n\r\nHow to build a B2B buyer persona<\/h3>\r\n\r\n\r\n\r\n
As far as B2B buyer personas, our survey reveals the majority of B2Bs (87%) are concerned about learning more about the problems their target audience face<\/strong>.\u00a0<\/p>\r\n\r\n\r\n\r\n
A three-way tie for 80%, marketers also look at pain points, their audience\u2019s age, and information on job title or position.\u00a0<\/p>\r\n\r\n\r\n\r\n
Another 73% include information on their target customers\u2019 industry, the channels they use to find information, their motivations, and their purchasing behaviors.\u00a0<\/p>\r\n\r\n\r\n\r\n
And finally, 67% of marketers study their persona\u2019s priorities when making a purchase and their gender.\u00a0<\/p>\r\n
![\"top](\"https:\/\/referralrock.com\/blog\/wp-content\/uploads\/2021\/07\/2021-06-01_23-51-00.png\" "\\"\\"")
<\/p>\r\n\r\n\r\n\r\n\r\n\r\nSome more details B2B marketers look at include:\u00a0<\/p>\r\n\r\n\r\n\r\n
- \r\n
- Obstacles that keep their persona from buying from them (60%)<\/li>\r\n
- How their product\/service meets their intended audience\u2019s needs (60%)<\/li>\r\n
- Persona\u2019s income (60%)<\/li>\r\n
- Their values and location (53%)<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n
Other factors, noted by less than 40% of marketers, the persona\u2019s goals, education, size of the company they work for, career needs, and family\/marital status.\u00a0<\/p>\r\n\r\n\r\n\r\n
How to build a B2B\/B2C hybrid buyer persona<\/h3>\r\n\r\n\r\n\r\n
Marketers in B2B\/B2C hybrid companies look at different factors when building a buyer persona.\u00a0<\/p>\r\n\r\n\r\n\r\n
All respondents for this business model \u2013 that’s 100% \u2013 look for problems and pain points felt by their persona<\/strong>.<\/p>\r\n
Another 85% of marketers also focus on the buyer’s purchasing priorities, motivations, age, and how they find information.\u00a0<\/p>\r\n\r\n\r\n\r\n
Following that, 77% of marketers look for obstacles hindering a purchase, how their product\/service meets their persona\u2019s needs, and their persona\u2019s income.\u00a0<\/p>\r\n\r\n\r\n\r\n
About 69% also try to factor in their persona\u2019s gender.\u00a0<\/p>\r\n\r\n\r\n\r\n
![\"top](\"https:\/\/referralrock.com\/blog\/wp-content\/uploads\/2021\/07\/2021-06-02_0-00-37.png\" "\\"\\"")
<\/figure>\r\n\r\n\r\n\r\nOther information that B2B\/B2C hybrid companies add to their buyer personas:\u00a0<\/p>\r\n\r\n\r\n\r\n
- \r\n
- Position\/job title (54%)<\/li>\r\n
- What they value (54%)<\/li>\r\n
- Purchasing behaviors (54%)\u00a0<\/li>\r\n
- Location (46%)<\/li>\r\n
- Personal\/career goals (46%)<\/li>\r\n
- Marital status (38%)<\/li>\r\n
- Company size (38%)<\/li>\r\n
- Personal\/career goals (38%)<\/li>\r\n
- Education (31%)<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n
How to build a B2C buyer persona<\/h4>\r\n\r\n\r\n\r\n
As for B2C buyer personas, here\u2019s what we learned:\u00a0<\/p>\r\n\r\n\r\n\r\n
The majority 95% prioritize their target customer\u2019s age<\/strong>, while 81% look at gender. Another 76% also decipher their motivations and purchasing behaviors.\u00a0<\/p>\r\n\r\n\r\n\r\n
Following that, 71% of marketers try to identify their persona\u2019s problems and how the product\/service helps meet their needs.<\/p>\r\n
About 67% look at location and income, with 62% looking at any obstacles in purchase and the persona\u2019s values.\u00a0<\/p>\r\n\r\n\r\n\r\n\r\n\r\n
![\"top](\"https:\/\/referralrock.com\/blog\/wp-content\/uploads\/2021\/07\/2021-06-02_0-05-18.png\" "\\"\\"")
<\/figure>\r\n\r\n\r\n\r\nOther details B2C marketers often look for:\u00a0<\/p>\r\n\r\n\r\n\r\n
- \r\n
- How their persona finds information (57%)<\/li>\r\n
- Pain points and priorities when making a purchase (52%)<\/li>\r\n
- Job title (48%)<\/li>\r\n
- Education (43%)<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n
Less than 40% of marketers look at their persona\u2019s family status, personal\/career needs and goals, their employer’s industry and size of the company.\u00a0<\/p>\r\n\r\n\r\n\r\n
Why is a buyer persona important?<\/h2>\r\n\r\n\r\n\r\n
Before you dive into building your own buyer persona, you might be wondering: What’s it all for?<\/p>\r\n
We did too. So we posed the question to 49 marketers and asked for all the ways they actually make use of their buyer personas.\u00a0<\/p>\r\n
The usage of buyer personas fall into three main buckets:\u00a0<\/p>\r\n
- \r\n
- Create better copy and content<\/li>\r\n
- Strengthen customer relationships and segmentation<\/li>\r\n
- Improve product offering<\/li>\r\n<\/ol>\r\n
The most mentioned use of a buyer persona, according to 90% of marketers is to write more effective landing page copy<\/strong>. Following that,\u00a0here are other great ways marketers put their buyer personas to work:<\/p>\r\n
- \r\n
- Use them to write effective blog content (84%)<\/li>\r\n
- Build stronger relationships with customers (76%)<\/li>\r\n
- To segment their audience (73%)<\/li>\r\n
- Write more effective website copy for other pages (71%)<\/li>\r\n
- To develop and\/or refine their product (67%)\u00a0<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n
![\"tasks](\"https:\/\/referralrock.com\/blog\/wp-content\/uploads\/2021\/07\/2021-06-02_0-22-18.png\" "\\"\\"")
<\/figure>\r\nAs you can see, buyer personas can be used across your business and improve the way you reach your customers.<\/p>\r\n
Below, we round up some of the top advice we collected from marketers and divided them into two categories: the best tips on what to add to your buyer persona, and the unhelpful ones you should skip.<\/p>\r\n
Without further ado, let\u2019s dive in.<\/p>\r\n
\r\n\r\n<\/p>\r\n\r\n\r\n\r\n
Important details to include in your buyer persona<\/h2>\r\n\r\n\r\n\r\n
What you should be adding to your buyer persona largely depends on your industry and the way you plan to use it after it\u2019s done. Iryna Kandrashova from UXPressia<\/a> explains, \u201cFor instance, if you create a persona for your content marketing team, you will certainly need to include content-related information like preferred content formats (e.g., podcasts) and channels.<\/p>\r\n\r\n\r\n\r\n\r\n\r\n
\u201cWe use a persona photo, name, and demographics to help the team develop empathy.\u00a0From our experience, some of the most frequently used persona sections are name, photo, demographics, goals, background, motivations, and frustrations.\u201d<\/p>\r\n\r\n\r\n\r\n\r\n\r\n
Pain points and motivations<\/h3>\r\n\r\n\r\n\r\n
\u201cThe most helpful piece of information to include in a buyer persona is their pain points or problems,\u201d opines Stephan Baldwin from Assisted Living Center<\/a>. \u201cKnowing their pain points lets us know how our service can take them from their pain point to their desired outcome or solution to the problem.\u201d<\/p>\r\n\r\n\r\n\r\n
This info also helps you answer an important question, according to Baldwin: \u201cWhat problems do customers need to solve, and how can my business help them? Finding the answers to this question and implementing the solutions are key to converting this type of customer time and again.\u201d<\/p>\r\n\r\n\r\n\r\n
Several others share the same thought. Unstack\u2019s<\/a> Ceillie Clark-Keane says, \u201cProblems our buyer personas face is the most helpful info in the profile. When I\u2019m brainstorming content ideas or writing copy, I need to know why someone would care in the first place.<\/p>\r\n\r\n\r\n\r\n\r\n\r\n
\u201cNot everyone with the same job title or education is going to care about a new feature or be looking for the same how-to blog post. But the problems our audience faces in their jobs, how they want to solve them, and why they\u2019re motivated to \u2013 that is a great starting place for writing copy and creating content with our audience in mind.\u201d<\/p>\r\n\r\n\r\n\r\n
Donald Love from Freedom Pet Pass<\/a> also agrees identifying buyers\u2019 pain points is critical, as it also helps understand their buying motivations. “With this knowledge, predicting their research and buying behaviors becomes far easier, and providing the information they need follows logically,\u201d he says.<\/p>\r\n\r\n\r\n\r\n
Customer’s level of awareness<\/h3>\r\n\r\n\r\n\r\n
After determining your customer’s pain point, you need to figure out how aware they are of their own problem and a possible solution.<\/p>\r\n\r\n\r\n\r\n\r\n\r\n
LeapVista<\/a>\u2019s Steve Tan comments on this: \u201cThe most valuable thing to add to your buyer persona would be the persona\u2019s level of awareness \u2013 both of their problem and the solution that you offer.<\/p>\r\n\r\n\r\n\r\n
\u201cGauge your ideal customers\u2019 awareness before you can effectively communicate with them. Otherwise, you might end up wasting time on creating marketing materials they don’t see the value of.\u201d<\/p>\r\n\r\n\r\n\r\n
Buyer language and engagement<\/h3>\r\n\r\n\r\n\r\n
Lauren Walter from Guardian Computer<\/a> shares another helpful point to work into your customer profile: A comprehensive methodology for engagement.<\/p>\r\n
“This includes establishing the tone, language, and selling points that should be used when marketing to potential buyers. A solid engagement plan should help marketing and sales teams make appropriate decisions regarding industry-specific jargon and keywords.<\/p>\r\n\r\n\r\n\r\n\r\n\r\n
\u201cDetermining what communication tactics each buyer persona tends to respond to can help us sell ourselves more effectively by exuding relatability and professionalism.\u201d<\/p>\r\n\r\n\r\n\r\n
Preferred content formats\u00a0<\/h3>\r\n\r\n\r\n\r\n
Closely related to this is identifying the content format your ideal audience prefers to consume.<\/p>\r\n\r\n\r\n\r\n
If your target buyer loves watching videos, but you\u2019re trying to attract them using email marketing<\/a>, your efforts are going down the drain. Why? Because you aren\u2019t creating content your ideal customer will readily consume. You’re attempting to reach them the wrong way.<\/p>\r\n\r\n\r\n\r\n
Mudassir Ahmed of Blogging Explained<\/a> recommends asking yourself: \u201cHow do buyers like to consume your content? Blog posts, videos, infographic, audio, or other content formats?\u201d<\/p>\r\n\r\n\r\n\r\n
Buyers want comfort while they consume your content, and want to understand the value that you’re offering. No point in pushing the content in the form you’re good at if it doesn\u2019t resonate with the buyer. If you don’t have the resources to present content in various formats they prefer, then start outsourcing.\u201d<\/p>\r\n\r\n\r\n\r\n\r\n\r\n
Audience\u2019s online channels<\/h3>\r\n\r\n\r\n\r\n
\u201cThe most beneficial piece of customer data for building buyer personas is the audience’s online presence, which devices they use, and for how long,\u201d explains EasyMerchant\u2019s<\/a> Stacey Kane.<\/p>\r\n\r\n\r\n\r\n
\u201cKnowing this is a game-changer for the way you curate content and design formats. Once you know how your top visitors are accessing your site, you are more equipped in terms of the compatibility of all your channels and advertising with the technology they\u2019re using.\u201d<\/p>\r\n\r\n\r\n\r\n\r\n\r\n
A day-in-the-life scenarios<\/h3>\r\n\r\n\r\n\r\n
Imagining real life scenarios your ideal customer may have can help to map your buyer\u2019s journey.\u00a0Gilad Rom of Huan<\/a> attests to this practice:\u00a0\u201cThis allows our marketing team and content creators to step into the persona\u2019s shoes and see things from their perspective. We use this insight to inform our landing pages, blog posts, and social media content.\u201d<\/p>\r\n\r\n\r\n\r\n
Insights from existing customer<\/h3>\r\n\r\n\r\n\r\n
Since the goal is to get into your target audience\u2019s shoes, adding quotes from existing customers helps to flesh out and add detail to your buyer persona.\u00a0<\/p>\r\n\r\n\r\n\r\n
Art Iinuma of ISBX<\/a> shares, \u201cOne of the ways we bring our personas to life is to collect quotes from our customer interactions that embody what they are thinking and feeling. This allows us to consider what the ideal buyer persona is thinking and feeling in their own words.\u201d<\/p>\r\n\r\n\r\n\r\n
Buyer persona details to stop wasting your time on<\/h2>\r\n\r\n\r\n\r\n
Now let’s look at things a buyer persona doesn\u2019t need.\u00a0<\/p>\r\n\r\n\r\n\r\n
Before we start, however, it’s important to note that the ideal buyer persona should always depend on your business model and industry.<\/p>\r\n
As Alejandro Uriarte from 1800 Injured<\/a> explains, \u201cCertain pieces of information may not be very helpful in some industries, but more useful in another. In the legal industry, for example, our clients are people looking to make a personal injury claim, so purchasing behaviors may not be as relevant.\u201d<\/p>\r\n\r\n\r\n\r\n\r\n\r\n
Demographics<\/h3>\r\n\r\n\r\n\r\n
\u201cThough it may seem counterintuitive given the front-facing nature of a buyer persona, focusing exclusively on buyers\u2019 demographics is an easily avoidable mistake,\u201d highlights Lauren Walter from Guardian Computer.<\/p>\r\n\r\n\r\n\r\n
\u201cExcessive demographic information can be inundative and unproductive, as it relies on metrics and assumptions that may prove ultimately extraneous in the long run. This can divert attention away from generating both an awareness of the bigger picture, as well as strategies for addressing larger consumer concerns.<\/p>\r\n\r\n\r\n\r\n
“When creating a buyer persona, start by focusing less on deep-diving into a potential customer\u2019s demographics, and instead begin to cultivate an intensive understanding of their psychographics as well.\u201d<\/p>\r\n\r\n\r\n\r\n
Geographic location<\/h3>\r\n\r\n\r\n\r\n
\u201cLocation is the piece of information I find most unhelpful,\u201d opines Unstack\u2019s Ceillie Clark-Keane. \u201cWe\u2019re a SaaS business that serves customers all over the place, so this doesn\u2019t inform our marketing as much as it would for other companies.\u201d<\/p>\r\n\r\n\r\n\r\n
Personal factors<\/h3>\r\n\r\n\r\n\r\n
Mudassir Ahmed of Blogging Explained adds: \u201cI think you shouldn\u2019t include personal factors, like family status, responsibilities, and financial background in a buyer persona.\u201d<\/p>\r\n\r\n\r\n\r\n
Although this can give you \u201ca brief idea of the buyer\u2019s mindset and capability, [it feels a lot like] invading their personal space. At some point, the potential buyer might also think you\u2019ve collected information you shouldn\u2019t have, and may not stick to you.\u201d<\/p>\r\n\r\n\r\n\r\n
Blanket statements and assumptions<\/h3>\r\n\r\n\r\n\r\n
In fact, it\u2019s important to get rid of any assumptions from your customer profile.<\/p>\r\n\r\n\r\n\r\n
LeapVista\u2019s Steve Tan says, \u201cUnfortunately, this is a common mistake among many business owners. They make assumptions and design their marketing around these assumptions \u2013 with no real data to back them up. Any made-up information is irrelevant.\u201d<\/p>\r\n\r\n\r\n\r\n
Mike Nemeroff from RushOrderTees<\/a> agrees. \u201cIt’s unhelpful to use blanket statements and stereotypes to define and build your buyer personas. The details and information about your persona should come from your real customer research; they shouldn\u2019t come from stereotypes and assumptions.\u201d<\/p>\r\n\r\n\r\n\r\n
Tips to create useful buyer personas<\/h2>\r\n\r\n\r\n\r\n
And now, for the best tips for creating useful buyer personas:<\/p>\r\n\r\n\r\n\r\n
1. Get into your customers\u2019 head<\/h3>\r\n\r\n\r\n\r\n
This is essential for creating buyer personas that capture your audience\u2019s thoughts.\u00a0<\/p>\r\n\r\n\r\n\r\n
Stephan Baldwin from Assisted Living Center advises, \u201cReally get into your customer’s head. Feel what he or she is feeling. How does his or her day go? What makes them tick?\u201d<\/p>\r\n\r\n\r\n\r\n
\u201cTo do this, talk to your existing customers. Prepare a list of relevant interview questions<\/a>. From the interviews, you will be able to build several buying personas.\u201d<\/p>\r\n\r\n\r\n\r\n
Also, make sure \u201cyour questions are really useful and will help improve how you sell. For example, ‘How did you evaluate our service when making your decision to buy or not to buy?\u2019\u201d\u00a0<\/p>\r\n\r\n\r\n\r\n
Another way to extract this information is carefully listening to your customers. Mudassir Ahmed of Blogging Explained\u00a0 says, \u201cListen to them before you offer something.\u201d Some observations to bear in mind:<\/p>\r\n\r\n\r\n\r\n
- \r\n
- Did they use a similar product like yours before?<\/li>\r\n
- Are they looking to purchase from you?<\/li>\r\n
- Is your website copy lacking the information they want?<\/li>\r\n
- Are they looking for reviews?<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n
\u201cThe best way to do this is by creating polls, surveys, and feedback forms on the channels your customers visit and prefer them most.\u201d<\/p>\r\n\r\n\r\n\r\n
2. Build your customer profile around facts<\/h3>\r\n\r\n\r\n\r\n
This is the solution to one of earlier points our experts advise against: working assumptions or blanket statements into your buyer persona.<\/p>\r\n\r\n\r\n\r\n
Steve Tan of LeapVista shares: \u201cBuild buyer personas around facts. Talk to real buyers and ask questions, check your analytics and extract the important demographics and customer behavior data<\/a>. As much as possible, avoid making up information you\u2019ve never even observed in any of your real customers.\u201d<\/p>\r\n
3. Focus on the journey<\/h3>\r\n
\r\n\r\n<\/p>\r\n
\u201cDon\u2019t focus too much on the persona,\u201d advises Liesa Stecher from Addition<\/a>.<\/p>\r\n
\r\n\r\n<\/p>\r\n
\u201cFocus on the journey. Spend less energy thinking about where the buyer is now, and more energy on imagining where that buyer wants to go. That way, you can plot a path to help them get there \u2013 and that will sell itself.\u201d<\/p>\r\n
\r\n\r\n<\/p>\r\n
In fact, you can tell better stories by showing your audience their destination. Help prospects visualize where they want to be and you\u2019ll be able to tell high-converting marketing stories.<\/p>\r\n
4. Get out of your bubble<\/h3>\r\n
\r\n\r\n<\/p>\r\n
Donald Love from Freedom Pet Pass writes, \u201cthe \u2018burden of knowledge\u2019 is a real thing, and allowing it to influence your persona creation can make the whole thing an exercise in futility.<\/p>\r\n
\r\n\r\n<\/p>\r\n
\u201cYour customers don\u2019t have your knowledge, and that usually means they don\u2019t value the same features and benefits that you think they should.<\/p>\r\n
\r\n\r\n<\/p>\r\n
“Look at social media, look at product reviews, watch consumer-made YouTube videos in your space. Listen to what people are saying is important to them.<\/p>\r\n
“Take the time to understand their situation and mindset when evaluating a purchase. Encapsulating this is the essence of the customer persona.\u201d<\/p>\r\n
\r\n\r\n\r\n\r\n<\/p>\r\n
5. Dig into psychographics<\/h3>\r\n
\r\n\r\n<\/p>\r\n
Pooling together demographic information can help you create superficial, shallow buyer personas. On the flip side, buyer personas that offer the most value are a result of studying psychographics.<\/p>\r\n
\r\n\r\n<\/p>\r\n
WinIt<\/a>\u2019s Ouriel Lemmel explains: \u201cPsychographics cover what your audiences value, desire, and appreciate in the products they buy. These let you know the pain points and struggles your potential buyers are going through, which allows you as a business to provide viable solutions to those problems.<\/p>\r\n
\r\n\r\n<\/p>\r\n
\u201cSuccessful businesses provide value to their customers, and the more you know about what specific customers desire, the more value you can give.\u201d<\/p>\r\n
\r\n\r\n<\/p>\r\n
6. Consume as much customer data as possible<\/h3>\r\n
\r\n\r\n<\/p>\r\n
TheGiftYak<\/a>\u2019s Matthew Lally thinks customer data is the best thing that can happen to your buyer personas.<\/p>\r\n
\r\n\r\n<\/p>\r\n
\u201cConduct surveys, questionnaires, talk to customers. Join Facebook groups, scour message boards. Look at your competitors\u2019 websites. What messaging do they use? What Facebook Ads do they run? Spend hours taking everything in and putting pen to paper.<\/p>\r\n
\r\n\r\n<\/p>\r\n
Then distill it into three to five major value propositions that your customers care about. Next step? Test! You could be wrong. The data won\u2019t lie.\u201d<\/p>\r\n\r\n\r\n\r\n
7. Analyze all your clients \u2013 past and present<\/h3>\r\n\r\n\r\n\r\n
\u00a0Alejandro Uriarte from 1800 Injured recommends you \u201canalyze your current and previous clients to understand any common characteristics and reasons why these clients came to you. You can then start to form personas and increase your understanding of them so that you can be more persuasive in your copy.\u201d<\/p>\r\n\r\n\r\n\r\n
8. Be empathetic<\/h3>\r\n
\r\n\r\n<\/p>\r\n
It\u2019s also essential you put yourself in your target persona\u2019s shoes. In fact, Dane Mercier from Web and Marketing Bureau<\/a> shares this top tip.<\/p>\r\n
\r\n\r\n<\/p>\r\n
\u201cTry to mentally become the persona you are targeting, and as silly as it may seem, role-play that person with peers. You can learn more by stepping in their shoes mentally than going off of data and stereotypes.\u201d<\/p>\r\n
9. Create a “bad buyer” persona<\/h3>\r\n
\r\n\r\n<\/p>\r\n
While it\u2019s important to know who your dream client or customer is, it\u2019s also helpful to figure out nightmare clients \u2013 people you don\u2019t want to work with.<\/p>\r\n
\r\n\r\n<\/p>\r\n
Mike Nemeroff from RushOrderTees suggests, \u201cDon\u2019t forget to include bad customer or buyer personas in addition to including ideal personas. You don\u2019t just want an understanding of who is right for your product. You want just as much of an idea of who\u2019s wrong for your product as well.\u201d<\/p>\r\n
\r\n\r\n<\/p>\r\n
So how does a negative buyer persona help you? \u201cThis will keep you from wasting valuable parts of your marketing budget on groups that don\u2019t want or need your product in the first place.\u201d<\/p>\r\n
\r\n\r\n<\/p>\r\n\r\n\r\n\r\n
10. Involve your entire team<\/h3>\r\n
\r\n\r\n<\/h3>\r\n
For a complete buyer persona, it\u2019s essential you involve all your customer-facing teams.<\/p>\r\n
\r\n\r\n<\/h3>\r\n
\u201cAside from the customers themselves, there are few who understand the customer better than your team members,\u201d Evian Gutman of Ringcommend<\/a> observes.<\/p>\r\n
\r\n\r\n<\/h3>\r\n
\u201cAcross almost all business functions, team members deal with customers one way or another \u2013 some with high frequency and multiple touchpoints.<\/p>\r\n
\r\n\r\n<\/h3>\r\n
\u201cTherefore, make sure to involve key team members who are able to provide insight on the customer, especially those within the marketing, sales, and product functions.\u201d<\/p>\r\n
11. Never stop working on your buyer persona<\/h3>\r\n\r\n\r\n\r\n