3. Decision Process Attributes
Here you are already getting closer to the buyer journey. What role does someone play, what force field does someone have to deal with? I mentioned earlier that a safety engineer can mainly steer on safety (KPI = the number of accidents). A purchasing manager pays more attention to the money (KPI = the budget).
4. Behavioral Attributes
If you zoom in on the behavior, you can look at things that have to do with someone's interaction or content preferences. Does someone prefer to have 'face to face' conversations, or to read up on the subject? And with whom should those conversations be or in what form do they prefer to consume the content? That last insight helps, for example, when you have written a perfect white paper in terms of content, but no one is interested in it. It may simply be that it works better in 'bite-sized chunks' without too much depth, because the content fits better with general orientation than justifying a choice.
I briefly referred to the value or pain of (not) mapping journeys and personas. Think for example of inefficient advertising expenditure, a bad customer experience, bad or redundant (internal) processes, and limited insight into the needs of a customer. The latter is particularly important for, among other things, innovation of your own products or services, but also to ensure that content marketers do not assign characteristics of themselves to the personas (target group) they guatemala phone number focus on.
If you turn this around, there is also a lot to gain. I happen to be an optimist in heart and soul. So I will mainly focus on things that can be gained. Some reasons that may be related and overlap, but that we still want to mention separately, are as follows:
Extend the reach
We want to influence more people more often and more effectively. Defining the personas (e.g. a director, purchasing manager, etc.) involved in the buyer journey and identifying the attributes underlying those personas allows us to target a broader audience in a more targeted way.
Improving the customer experience
By using personas and with a deeper understanding of the buyer journey, we can improve (online) 'presence' and communication (via different media) to improve the customer experience. For example, you can invite different people for eyetracking research or other user experience tests. The closer these people are to your personas, the better you can optimize the user experience on personas. The power of your research is of course important. The more people you research, the more robust the results and therefore conclusions you can draw.