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Understanding Buyer Personas with Saravana Ganesh

Do you feel like your marketing campaigns are being ignored or disregarded?

No matter how much you try, or how fine your campaign copy is, nobody is acknowledging it. And even worse: nobody is purchasing — which means you’re losing precious revenue on marketing strategies with low ROI.

In the Founder’s Meet organized by StartupLanes, Saravana Ganesh, Business Consultant, talks about how you can develop Buyer Personas. 

A buyer persona is a detailed description of your target customer. It’s a document that records everything from demographic information to hobbies, and from career history to family size — all written as if the persona were a real person. This will constantly evolve to represent the change in your products/services as well as the needs of your customer. He says that buyer persona creation is an integral step to understand your customer better and deliver value to them in a manner that they require. 

Target Group vs Buyer Persona:

Your target group primarily consists of the demographic details of your customer. However, Buyer Persona is slightly different from your target group in a way that is constantly evolving and is more detailed. 

Creating a Buyer Persona will not only enhance your selling capacity but also your ability to provide value addition to your customers. You can create a Buyer Persona by using a free tool offered by HubSpot. It is a flexible tool that allows you to add additional data points about your customer. 

B2C-Buyer Personas:

In B2C, you need to have a Buyer Persona for each SKU that you sell. For startups, Saravana recommends not to have more than 4 personas despite having multiple products. Unless you have a large sales team that is capable of picking up 1 or 2 personas and dealing with them alone, it will become extremely difficult for you to create so much content. 

You can use these questions to understand your customer better and obtain details to fill in the data points into the buyer personas:

A: Qualifier/Validation Questions:

1) Are you part of the target group?

2) Do you have this problem?

B: Exploratory/Discovery Question:

1) Could you tell me more about the issue you’re facing?

2) How did you hear about it?

Saravana says that although it is easier to send out Facebook/Google surveys, having a face-to-face conversation with your customer is key as they will have the freedom to directly express their needs. This will help you capture far more points for your buyer persona.

B2B-Buyer Personas:

In B2B Buyer Personas, there are different types of buyers-

Technical Buyers:

Cannot say yes but can say no

 Has the skills and metrics to compare with competing products/services

User Buyers:

Cannot say yes but can say no

User of the product, more concerned about changes and disadvantages

Strategic/High-Level Buyers:

Looking for alignment with company strategy and vision

Usually says yes based on perceived ROI

Your inside man in the company

Decision Maker:

Makes a decision based on finances and perceived ROI

Blocker:

Will be severely disadvantaged if the sale happens

You have to understand how these individuals are mapped out in your sales process and use it to create your Buyer Persona.

If you are an emerging startup and are looking for investors to raise funds, StartupLanes has its own angel network and investment banking services and is connected to angel investors and VCs in 17 countries that ensure that our member startups have easy access to external funds to scale up constantly. You can connect with us by visiting the ‘Contact Us’ page. For publishing an exclusive article about your company on our website, drop an email @ taniya@startuplanes.com

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