The buyer has a lot more control in the modern sales process than ever before, undertaking a lot of their own research on the internet and through other means before contacting your company.
In fact 60% of buying process is done before the buyer even makes contact with your company.
So it’s more critical than ever to thoroughly understand your target customers as your inbound marketing strategy needs to be developed with your target audience in mind. Marketing is responsible for guiding the customers through the buying journey.
Envisioning the type of person you are targeting and gaining a deeper level of insight into their goals, pains and motivations will help you develop a highly targeted and cohesive marketing strategy. Each persona will act differently and need different things at each stage of the buying process.
Figure out what your buyer needs help with, what challenges and problems are they looking to overcome and what sort of information and what content will be best suited for these Buyer Personas.