Buyer personas play a crucial role in helping you develop a firm understanding of your customers. They not only help you achieve your business objectives but also allow users to get personalized experiences.
For those who don’t know, personas are fictional representations of your most ideal buyers.
They are based on a variety of factors that empower marketers to create effective marketing strategies and promote their products and services, both online and offline.
That said, personas are your best bet to boost sales and increase ROI. Discover the impact they have on companies using them with the 40+ buyer persona stats listed below.
Many companies already use personas in their marketing campaigns, with many others recognizing their importance and moving in this direction.
After all, buyer personas are the new normal for individuals who want to expand their business and build a good rapport with their customers.
If you are still hesitant to adopt personas, the following stats will definitely convince you otherwise!
High-performing companies regularly update, maintain, and encourage the use of customer personas within their organizations, which is critical since:
Buyer personas play a big role in making a brand (and product) customer-centric and increasing user engagement.
According to a MarketingSherpa case study, personas have a dramatic impact on marketing success, resulting in a 100% increase in web page visits, 900% increase in visit duration, 111% increase in email open rate, and 171% increase in marketing generated revenue.
While these stats are specific to a use case, here are some general buyer persona facts to give you a broader perspective.
Did you know that personas are one of the most popular criteria for segmenting content, with over 40% of B2B marketers segmenting content by buyer persona?
Marketing segmentation is typically based on demographics, psychographics, and behavior, used by marketers for content, emails, and ads (that are 2x more effective than other ads).
That’s not all.
Seventy percent of the decision-making process is completed by buyers using information found online – without ever engaging a sales representative.
Naturally, they will only choose companies that provide a good buyer experience. Hubspot’s marketing report says that personalization increases the chances of buyers becoming repeat customers.
So it is critical that brands personalize their digital content and customer journey.
Here are more insights into why personalization (with personas) goes a long way in acquiring new prospects and keeping the old ones.
Over the years, many successful companies have employed persona-centric marketing strategies to generate revenue and expand their customer reach.
They have adopted buyer personas for various purposes, such as design, messaging, communication, product development, demand generation, and sales, deriving numerous benefits in the process.
Let us take a look at two of them, backing up our buyer persona statistics in the process.
Pega develops and refines its buyer personas in order to engage its users early in the customers’ journey.
With personas, the company further instills a sense of understanding between its sales, marketing, and product development teams.
Pega invested a considerable amount of time in examining user data, using both quantitative and qualitative methods for customer persona research – seeking third-party expertise to enhance the process.
The end results achieved were by no means ordinary.
Skytap is a self-service provider of cloud automation solutions.
As part of its content marketing campaign, the company aimed to create and convert more leads by analyzing both current and future prospects to build engaging content.
Although it required a significant investment of resources, Skytap saw immediate results after using personas in their content marketing plans.
An interview by Adam Sutton, featuring the company’s marketing strategy, reveals the following statistics:
As demonstrated by the buyer persona statistics above, consistently using personas can really help business growth. They don’t just boost your profits but also elevate the customer experience.
Given their adoption rates, buyer personas can no longer be an afterthought for marketers. It has now become imperative for brands to use personas as a foundational piece of modern marketing.
So, whether you're selling the latest tech gadgets or offering yoga classes for millennials, mastering the art of creating, updating, and using buyer personas is essential.
Want a shortcut? Check out Persona by Delve AI!