A few days ago, Mark Schaefer published an article entitled “Why customer personas may be an outdated marketing technique.” In it he argues that every competitor is marketing to the same people, so if marketers rely on obvious data about their customers to guide their content, they’ll all come to the same conclusion and deliver the same useless content. I agree.
He goes on to relate a story about sitting with a CEO client while her agency asked questions in a persona template. Mark was trying to manage his frustration when the CEO stopped this ridiculous conversation, thank goodness.
The rush to build buyer personas is resulting in too many experiences just like Mark’s. If we don’t stop this insanity and get real about what’s involved in building and relying upon insights into buying decisions, influential stakeholders like Mark (and your CMO) will draw this same conclusion.
Buyers created the need for audience marketing
Let’s stop to remember why audience and content marketing first became vital initiatives. You have probably heard that today’s self-educated buyers are, on average, 60% of the way to a buying decision before they talk to our sales people.
Before the buyers messed this up, it was marketing's job to build awareness with cleverly crafted and placed messaging about the benefits of our solutions. When buyers needed more information they’d contact us and we’d send in our sales experts, people who had been trained to discover the goals, concerns and purchase criteria for that buying decision. The reps would use these insights to position their solution as a perfect fit for that buyer and win the business.
Once buyers decided to keep salespeople at arms length until they had narrowed the field to just two or three solutions, audience marketing was supposed to keep us on the buyer’s list for as long as it took to get our sales people into the account.
Marketers underestimate the changes buyers have imposed
Few companies understood the magnitude of the responsibilities these buyers had imposed upon marketing. But it did make sense to “know your customer,” so marketers began to rely upon familiar approaches such as surveys, scripted interviews and agency partners to complete profiles for each job title or role who might influence the purchase. By some counts, 80% of marketers will have these templates completed by the end of this year.
But try to find a marketer who says that the purpose of audience marketing is to understand the buying decision so well that they know which questions buyers will ask, the answers they want to hear, and can create content that explains the capabilities that align with that buyer's expectations.
It's clear that the agency marketer Mark Schaefer met didn't know that useful buyer personas require direct interviews with recent evaluators of a similar solution, or that they feature verbatim quotes to tell you, in the buyers' own words, what triggers their decision to initiate this type of purchase, which outcomes they anticipate, their barriers to purchase, and the criteria they use to weigh their options.
If we don't get this right, buyers will take things into their own hands
Yes, our goal is to know our buyers, but the knowledge we’re capturing in buyer personas is misguided and rarely used for anything at all.
Now that we have the mandate and automation to deliver content throughout the buying cycle, marketers need to know how to deliver more than the appetizer-grade, benefits-oriented messaging that was always meant for the top of the funnel. It’s time to deliver the beef, the main course that will help the buyer make an educated decision about whether we are the best qualified company to address their problem.
When we fail, buyers rely on their peers, consultants and employee’s prior experiences to decide which options they should consider. At that point, anything can happen.
This isn’t idle speculation. Over the course of the last year we had lengthy, unscripted conversations with 419 buyers who had recently evaluated our client’s high consideration solutions. It wasn’t fun to report back that we are losing deals, at least in part, because buyers couldn’t get the information they needed from their sales and marketing interactions.
We can change this outcome, but first we must realize that we have big shoes to fill. Salespeople have a much better chance of convincing one buyer at a time, but the buyers we interview don't seem likely to make this any easier for us.