It’s a no-brainer: You can’t make a connection with your audience unless you know who you’re trying to reach. This gets down to a marketing basic – developing relevant messaging and content that speaks to buyer personas. Sadly, most business-to-business marketers today skip the key step of building out buyer personas or profiles, and as a result end up creating content that tries to blanket several very different audiences. Unfortunately, what happens in these cases is marketing content doesn’t get used and isn’t effective at engaging and persuading prospects. In fact, the IDC reports that up to 80% of marketing content created never sees the light of day after it’s handed off to the sales team!
The primary output of building buyer personas is robust, detailed, and most importantly widely understandable profiles of your targets. Leveraging these gives you a chance to truly empathize with target buyers and create content and messaging that is most relevant and engaging to their specific buyer characteristics – and gets them to a closed sale faster. The problem with blanketed content pieces is they try to do too much and speak to too many audiences. But when content is targeted and says exactly WHAT your buyer is looking to hear WHEN they need to hear it, your marketing efforts become much more…they become sales enablement.
It is no easy task to REALLY understand your buyers and build detailed buyer personas. Nor is it always a drop in the bucket to create multiple content pieces that are specific to each of those persona’s needs and business goals. But there is a way to leverage all that hard work in your sales enablement efforts to make it pay even bigger dividends.
Sales enablement technology platforms like RO Innovations Enablement allow your marketing and sales teams – with only a few mouse clicks – to build and deploy spotlights (tailored micro-sites) that present your new tailored content in an engaging way. RO|Enablement spotlights are an effective way to speak to each buyer persona in your organization’s sales cycle because they can be assembled from a library of persona-specific assets, fully searchable within the web-based system, and tailored with the information that the buyer finds relevant– presenting the RIGHT information at the RIGHT time for the RIGHT buyer persona. You can even build spotlights that showcase each buyer persona using the language and keywords they use, and create different spotlights for the relevant stages in that persona’s buy cycle where it’s critical for sales to be engaged with them.
Not all content in a spotlight has to be hashed out every time sales is in communication with a prospect. Having pre-built spotlight templates makes it easy for the sales team to grab-and-go and not waste time searching for the right content and building spotlights themselves – increasing the ease and efficiency with which your team operates. As an added bonus, RO|Enablement’s built-in tracking capabilities allow marketing to monitor what content is being used and what content is most effective with each buyer persona – making it easy to determine what’s working and what’s not. Say goodbye to the days of 80% unused collateral and say hello to days with more sales for far less effort.