The Problem with Customer Understanding
Personas are a very powerful tool for customer understanding in B2B sales and marketing. They help understand buyers: their pain points, potential objections, information needs, and so. This information can be used to devise sales strategies and tactics, as well as create social media content that serves the buyer types in their information seeking.
However, the advanced use of personas is much rarer than one would think. Even when personas are created, they’re not actively deployed in B2B settings. There are many reasons, such as not including sales people in the persona creation process, personas being unrealistic, or not based on relevant customer insights (bad methodologies).