How to: Use buyer persona research to improve customer experience

Customer experience (CX) marketing is a proven antidote to the complex buyer journeys that characterise the B2B sector today. The goal is to serve highly relevant content to buyers in the right place at the right time, enhancing lead nurture and conversion to deliver better revenue growth.

Progressive firms are achieving this via intelligent ‘one-to-one moment marketing’. Others are struggling to make the shift from product-centric to customer-centric approaches. How can they address this fundamental issue?

The good news is that persona research can provide many of the answers. I’m not talking about traditional personas rooted in demographic and firmographic data with an occasional sprinkling of psychographic insight. Persona research in the digital age needs to take account of buyers’ real-time situations, the specific tasks they need to fulfil and the challenges they encounter. This gives a richer context to help shape the development and application of marketing messages and assets.