B2B vs. B2C Personas
First, let’s explain the two concepts:
- B2B (business-to-business) acts as a collective. You’re selling to an entire entity and not its members.
- B2C (business-to-consumer) means you need to think of the individual decision of your consumers.
For a B2B persona, the most important characteristic is their role in the company, particularly if they have anything to say in what the company buys. Manufacturing companies should also consider their suppliers and distributors when creating these personas. You’ll need to focus more on the professional side of your persona and develop their career background. It helps to think of their objectives as company’s goals and endgames.
Typically there are several roles within the company that are a part of the buying process. Often, higher cost capital purchases require a buying committee, so you have to appeal to the needs of each of those roles (think CFO, Procurement, R&D Engineer) to ensure you’re considered for the purchase.
As for B2C personas, they have a more emotional side. Think of their family structure, hobbies, personal preferences, even moods and impulses. These personas are a lot more nuanced than B2B personas, but they’re just as important.
Staying One Step Ahead
The entire point of creating buyer personas is to have meaningful insight into your customers. A greater understanding leads to better offers for your manufacturing services and products, more successful marketing campaigns and increased sales.
Creating buyer personas keeps your business one step ahead, as long as they represent your audience accurately. If you find yourself stuck, and don’t know where to start, get in touch with us today — we’re happy to help.
This article was originally posted by Ironmark at http://blog.ironmarkusa.com/manufacturers-buyer-personas | Photo by Mike Newbry