Buyer persona is the secret weapon to boost your sales and increase your return on investment (ROI). Discover the impact of buyer personas on organizations that use them with 40+ stats listed below.
But before we dive into stats related to buyer personas, let’s make sure to understand what they are. Simply put, buyer personas are examples or models of actual buyers based on various factors. They enable marketers to develop effective strategies to promote products and services to people who might buy them.
Buyer personas play a crucial role in developing a firm understanding of your customers. In today’s world, they not only help businesses achieve exponentially better results but also allow buyers to get personalized and delightful services/experiences. That said, if you don’t have a deep understanding of your buyers, their goals and challenges, you and your company are losing out in a big way.
Many companies already incorporate personas into their marketing strategies and the interest in personas is definitely growing. Creating and using buyer personas is the new normal for people who are expanding their business and building a good rapport with their buyers. If you are still hesitant to adopt buyer personas, the following stats will definitely convince you otherwise!
High performing companies use personas to understand their buyers better, maintain those personas regularly and put them to use within their organizations.
Since buyers usually complete 70% of their decision making process using information found online before ever engaging a sales representative, it becomes important for companies to personalize their content. It is only natural that customers will choose a company that gives them a good buyer experience. Your customers won’t just love such customer centric products but will also promote it.
Here are some insights into why personalization goes a long way in securing new buyers and retaining the old ones.
To back up these high level stats, we also refer to a few case studies. Many successful companies have used persona centric marketing campaigns to generate more business and increase their customer outreach. As can be seen, they have been open to trying and adopting buyer personas for a variety of use-cases such as messaging, design, demand generation, sales training, and have derived many benefits.
Check out how these powerhouse companies used buyer personas to their advantage.
Publicly traded as Pega, Pegasystems is a company that develops software solutions for customer relationship management (CRM), digital process automation, and business process management (BPM). Pega develops and refines its buyer personas in order to engage its buyers earlier and more effectively. Using personas, the company instils a sense of understanding between its marketing, sales, and product teams in order to improve sales productivity.
Pega dedicated months to analyzing data, using a quantitative as well as qualitative approach for persona analysis. It adopted the best practice approaches for persona creation, going as far as enlisting a third party agency for additional expertise.
The end results that the company achieved from the use of personas are by no means ordinary. These stats definitely validate the success of Pega’s new and improved marketing strategies.
Skytap, founded by Hank Levy, is a self-service provider of cloud automation solutions. For its content marketing campaigns aimed at creating and converting more leads, Skytap's marketing team creates engaging content by studying potential customers and existing buyers.
Though it required investment of significant resources to understand Skytap’s buyers and build buyer personas, Skytap saw immediate results after incorporating buyer personas into its content marketing campaigns. A case study by Adam Sutton on Skytap’s marketing strategy reveals the following statistics:
As evidenced by the mind-blowing stats above, adoption, updates and consistent use of buyer personas can really help grow your business. Personas not only increase sales and profits, but also improve customer centricity and user engagement.
With increased interest and usage by businesses, including competition, it can no longer be a secondary thought for marketers. It has become imperative for all organizations to use buyer personas as a foundational piece of modern marketing.
Regardless of what product or service you sell, you must learn the ins and outs of building, updating and using buyer personas. Learn more about how Persona by Delve AI can help do the job for you!