You have created a killer SaaS product and started creating content on your blog and social media handles, and ran ads, but no results! Conversion still feels a long way off.
Relatable! Isn’t it?
Believe me, I’ve been in that shoe, and it’s frustrating.
What Is the Problem?
Whenever I work with a B2B SaaS start, I always face the same problems. They have multiple target buyers, and I got puzzled about how to target them all-at-once.
I’ve no shame in admitting that my method was wrong.
If you try to target all of your target audiences all at once, your message gets diluted, and you appeal to no-one. Hence, no conversion.
In this article, I’ll tell you what I learned about B2B SaaS buyer persona and give you some key questions to ask your customers.
Buyer persona is not just a piece of paper! It’s a powerful marketing tool!
I was talking to a friend, and he asked me this question!
“Why do we put so much unnecessary information in our buyer persona? Shouldn’t it be only what problems they are facing, and what solutions we can solve for them?”
It may seem like a reasonable question, but a buyer persona not only helps the marketers but also helps the sales team, product development team align their actions according to the persona.
An In-depth buyer persona must include:
- The link between the buyer problems and how your product can help them solve their problem.
- Determine the relationship between your buyer and other decision-makers.
- Identify the problems your buyers face in their buyer’s journey.
- Clarify the problems and challenges your buyers face.
- Understand their demographic, their tone, style, and voice of content.
- Help your marketing team and writers create content that directly speaks to the buyer persona
- Align the product, marketing, sales, and customer service department for consistent messaging.
- Align your business objective to their business objectives.
All of this information will help you create a successful content marketing strategy.
Steps of Create B2B SaaS Buyer Persona
Creating a B2B SaaS buyer persona needs a strategic approach. It will drive the whole marketing campaign of your business, from google ads to social media ads to content creation and distribution.
But all their goal will be to drive traffic to your website. And, If your website isn’t set up right, everything else will fall short.
Here I’ve written a small guide on How to Create a High Converting SaaS Website. Check it out!
The Buyer Persona Dilemma
If you see, a B2B SaaS business mostly has three types of target customers.
- The User
- The Manager
- The Decision Maker
And it can be too confusing to decide who to target first.
The decision-maker might look like the logical person to target, but they are not the people who are facing the primary problems. Users and managers are the persons who are facing problems first-hand and searching for solutions.
Let’s understand with an example: I’m currently working with an ed-tech startup, and we also have three types of buyer persona.
- The Users, aka students, parents, and teachers: These people are going to use our product daily.
- The Manager: People on the administration level: They are also users of our product, but their job is mainly to supervise, keep track of the data, measure progress, and get updates.
- The Decision-Makers: Owner and Board members: These people do not use the product, but they want to improve productivity and ROI of their business and don’t mind spending money for improving the process of their business.
Now, that brings us to the first question.
1. How to Decide Which Persona to Target First?
I’m totally honest here! When you start your business and have no previous data whatsoever, brainstorming and interviewing potential customers is the only way to decide the persona to target.
Example: If your customers are from a large organization, there are multiple ways the buying process can take place.
#Case 1: The users find your product online, like it, and directly approach you for buying.
#Case 2: The users find the product, they show it to their managers, who then call you.
#Case 3:The manager found the product; they called you directly.
#Case 4: The users find the product, They show it to the Manager. They then offer it to the decision-makers. And the decision-maker calls you.
See, there are multiple ways of the buying process can take place in a large organization.
Now, if #Case 1 and #Case 3 is the case for the organizations you’re trying to target, then it’s pretty straightforward. Create a buyer persona of the user(#1) or the Manager (#3) depending on your needs.
But, if #Case 2 & #Case 4 is the case for you, then one single buyer persona is not enough. You need to create a buyer persona for the user, the Manager, and the decision-maker separately.
Here come the frustrating questions!
I have three target personas! Whom should I target first?A general rule of thumb is, first target the persona whose problems your product is solving directly, in this case, the users. Click To Tweet
Now, another question pops up in your head?
How can you be so sure about your target audience?
Here’s a simple solution. Ask your customers.
In your contact form or lead magnet opt-in form, ask your leads, “Where did you find us?”
It will give you a lot of clarity and confidence in your target persona.
If your customers are from small organizations, usually one person is in charge of many things, here you can’t go with the scenario-based approach.
You’ve to go with the persona whose problems you’re directly solving.
2. How to Decide What Problems to Target First?
When you’re just setting up your website, you probably don’t have a lead qualification process set-up. Even if you have, you are not getting any leads to understand their problems.
Here’ you can do three things.
- See what competitors are doing: See what messaging your competitors are putting out on their websites. It can give you a good idea of the common problems faced by people.
- Go to review websites: Go to review websites like ProductHunt, AppSumo, G2, and see the reviews of your competitor’s products. The features most users like must be the primary problem your competitors are solving.
- Go to Quora: Search something about the problems your product is solving and see what common questions people are asking. Also, look out for the questions that have the most upvotes. Those are the primary problems most people are facing.
While searching for the problems, it’s common to come across multiple problems for your target persona. And it’s tempting to create content that focuses on all their problems.
By doing so, you are making the same mistake again—not focusing on a single problem.
Here’s What You Should Do
Let’s say you’ve identified three problems.
Now, ask yourself, “If you have to get rid of two problems from the three and narrow down to one problem, which one will it be?”
For example, the SaaS Ed-Tech startup I was working with identified 3 problems of our primary persona: students.
- Students are unable to communicate with other students and teachers effectively.
- They don’t have an organized place to find course content.
- Students are not able to judge their own performance and progress.
We narrowed it down to single problems for the initial targeting. Which is: “They don’t have an organized place to find course content”.
It gave us a lot of clarity on how to go with our content marketing campaigns.
Now, we have a buyer persona and a problem in hand and we can focus on launching our content marketing campaign.
3. Launch Content Marketing Campaigns to Target Your Primary Buyer Persona.
Whether you do paid advertising, create blogs, or social media content, having a clear idea of the target persona will give your messaging a proper direction.
After you successfully gained traction with the first persona, now it’s time to expand and target your second persona.
How do you understand you’re getting results?
Hear me out here!
For any SaaS business, the North Star Metric must be lead generation.
If you see that your pipeline is filling up with leads, then it’s a good time to target your second persona.
If you start noticing that, with the first persona, the second persona is automatically coming into your pipeline, it’s also a good indicator to begin targeting your second persona.
P.S. When you start targeting your second persona, don’t forget to create separate content, landing pages, lead magnets for them. Our primary goal is to stay laser-focused with our targeting.
Buyers persona is the backbone of SaaS content marketing strategy. Creating separate landing pages and content for different buyer persona will ensure you are not diluting your messaging.
If you’re managing your startup’s content and marketing all by yourself, I suggest, don’t try to appeal to more than one persona at a time. It will start to get confusing real soon.
Oh! Did I mention that I can also help you create a buyer persona for your business?
If you’re confused about your target audience or don’t know how to create one, we can talk. 😀
You can also book a 15-minute call with me, and together we can come up with the ideal buyers persona for your business. 👇