In inbound marketing we talk a lot about buyer personas. These are semi-fictitious archetypes we create to represent your various customer types. It’s very practical and makes a ton of sense.
Why? Having detailed buyer personas (based on research and real data) enables us to segment leads into categories, each with similar needs, buying patterns, objectives, interests, pain points, knowledge levels and more.
By doing so we can communicate with them through marketing automation in a much more natural way. It’s a cornerstone of inbound lead nurturing.
Having run an Edmonton web design company since 1993, I estimate I’ve read around 6,500 web form submissions. Without buyer personas, they would all seem quite random and varied at first blush, yet virtually any of them can be identified as one of 12 archetypes. (These are not actual buyer personas.) Try it with the online submissions you’ve received.
Whether you're into inbound marketing and buyer personas or not, you will probably recognize these 12 people who submit your web forms:
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