Olena Bomko 's Linkedin Analytics

Main Problems with B2B Personas and Ideal Customer Profiles: 1. They are built based on B2C profiles (based on demographics). But B2B profiles are more complex because of the firmographics, buying committee, and buying journeys. Most buying personas should be based on jobs to be done, goals, and needs. 2. "Fairytale" Personas. Marketers who never talk with customers and sales teams build these fictional personas. These personas are useless and collect dust. 3. Not adapted based on their audience/product. Sometimes companies have a lot of disqualification criteria, sometimes technographics/infrastructure play a big role. Sometimes you need to niche down and sometimes niching down can be harmful. What should you include in your ideal customer profile? 1. Firmographics. The main information about the company. Industry, budget, number of employees, Revenue, Location, Stage of investment, Technographic Data, Business-level challenges and goals, - Buying committee,  - Qualification and disqualification criteria,  - Triggers, Barriers - Current solutions (alternative solutions) 2. Buying persona  Title, role in the buying process, what/who influences their decision, the stage when they join the sales process, objections during the sales process. 3. Jobs to be done and goals The problem they are trying to resolve, success metrics, KPIs 4. Pains, desires, needs, benefits We will use this for messaging and copywriting 5. Channels, podcasts, conferences, influencers, potential partners, and how they prefer to consume information. You can find my free Ideal customer profile template in the featured section on my profile (Free marketing resources) or use tools like M1-project AI to help you create your ideal customer profile. I work with them and use their tools, too.

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