Tech to Market
Microlab — Kastanjelaan 400
5616 LZ Eindhoven
Want to thoroughly understand your customers' buying behavior? We are B2B professionals trained in creating buyer personas and journeys like you haven't seen before. Find out how!
Why are buyer personas important for any B2B company? Well, in order to develop an effective marketing strategy it is crucial that you understand your customers’ motives, desires and pain points. By creating buyer personas ‘the right way’ you will gain yet unknown insights in your customers’ buying behavior throughout their journey as a buying team. These insights are really powerful tools for increasing the ROI of your marketing and communications.
Buyer journeys aren't linear. The funnel doesn't exist. And even when it would, it's a very poor marketing instrument for brands that want to become more buyer centric.
How do these terms relate? As mentioned before, well-crafted buyer personas will inform you about actual buying behavior of real buyers. Buyers of your products or services. But as we all know, B2B purchases are rarely made by just one person(a). There’s a so-called buying team involved in evaluating and purchasing your expensive or complex offer. And this comes at a risk, for them. So it is really important to provide insight into this buying team’s journey; the tasks they need to complete and what it is they need from you – as one of the vendors on their list – to do this in the best possible way. Only when you truly understand their process (no, not your sales process) you can start creating content and experiences that are helpful, inspiring and just what they need, at the right moment.
“In the simplest terms, buyer personas are examples or archetypes of real buyers that allow marketers to craft strategies to promote products and services to the people who might buy them.”
CEO and Founder of the Buyer Persona Institute
Gaining insights of strategic marketing importance requires solid research methods that have proven to be useful. As an agency specialized in Buyer Persona Research we combine two methodologies to create insightful and actionable buyer personas.
"Now we have Tech to Market in-house three days a week as part of our team, working to expand and elaborate on the findings, to create context and channels for using them."
Head of Strategy & Business Development at Eindhoven365