Open fo What's your name? First Name John Last Name Smith Hi null, what's your email address? Email Address john smith.com And your phone number? Phone Number 111 What is your company's name and website? Company HubSpoHow many employees work there? How many employees work there? Get Your Free Template What about "negative" buyer personas? While a buyer persona is a representation of your ideal customer, a negative or "exclusionary” persona is a representation of who you don’t want as a customer.
For example, this could include professionals who are too advanced for your product or service, students who are only engaging with your content for research/ knowledge, or potential customers who are just too expensive to acquire (because of a low average fax number list sale price, their propensity to churn, or their unlikeliness to purchase again from your company). How can buyer personas be used in marketing? At the most basic level, developing personas allows you to create content and messaging that appeals to your target audience. It also enables you to target or personalize your marketing for different segments of your audience. For example, instead of sending the same lead nurturing emails to everyone in your database, you can segment by buyer persona and tailor your messaging to what you know about those different personas.
Furthermore, when combined with lifecycle stage (i.e. how far along someone is in your sales cycle), buyer personas also allow you to map out and create highly targeted content. (You can learn more about how to do that by downloading our Content Mapping Template.) And if you take the time to also create negative personas, you’ll have the added advantage of being able to segment out the "bad apples” from the rest of your contacts, which can help you achieve a lower cost-per-lead and cost-per-customer — and, therefore, see higher sales productivity. Different Types of Buyer Personas While beginning work on your personas, you may ask yourself, "What are the different types of buyer personas?