How Defining Buyer Personalities Can Enhance Lead Conversion

B2B Lead Generation has evolved over the years and there are many techniques that can help you get more leads and convert those leads into business. But before you implement techniques you need to build strong strategies that are based on significant factors that are an important part of the B2B buyer journey.

In order to accelerate Lead Generation, B2B marketers should be able to identify different types of personas not just based on firmographics, demographics etc., but also based on some unique characteristics within particular buyer groups. Buyers come with different traits and expectations. Identifying these characteristics and assigning a personality to these buyer groups is a skill that B2B marketers must adopt today.

Types of buyer personalities-

Risk takers-

These types of buyers are more inclined towards new ideas and are ready to listen and implement new strategies. These are all for taking risks! This can be a potential buyer group if marketers know exactly what to offer to them. When you approach a risk-taking buyer you must be very well familiar with their needs and also have the best services customized for them.

Indecisive buyers-

As the name suggests, these buyers or group of buyers may be open to listening to new ideas, but may not actually adopt them. They might just delay their decision-making way too much. These might seem like the good leads at first, but eventually they will either go away without taking any actual action. This can impact the sales cycle and thus the ROI.

Open-to-change buyers–

These are the evangelists of change. They are convinced that any positive change should be adopted and implemented too within a specific time period. Naturally they are good at taking quick buying decisions once they are convinced of a solution.

These change evangelists know exactly what they want and hence marketers need to be well equipped with a story and a solution that aligns with their needs. Since they are keen on taking quick decisions, these buyer groups are on a look out for new solution providers who are innovative.

Conclusion-

Buyer personas are at the foundation of any B2B Sales and Marketing strategy. If you have strong data that can help you to define buyer personas and then categorize these personas based on the above criteria, then you can expect some good results in terms of Lead Generation and conversion.

(Inspired by Research & Tools from Gartner)