No one ever built a successful buyer B2B persona framework by guessing. In fact, building your buyer personas without research is the good way to fail. If your buyer personas are off, your product will be off. Your message will be off. Your brand will be off. Your customer experience will be off. This all means your revenue will be off too.

Like they say: “Garbage In Garbage Out”.

Building your buyer personas on a bedrock of reliable research pays you back. It harmonizes you and your customer. But how do you use research to accurately profile your B2B buyers?

Here are 15 questions your buyer persona research survey should ask.

Who do you report to?

Reporting hierarchy will help you understand the chain of command and budget approvals

What is your budget authority?

Budget authority will help you understand who can make or influence go/no-go decisions

What is your job title?

Job title is helpful for sales and campaign targeting

Is your organization a top three brand leader?

A brand leader has different needs and motivations than a brand underdog

What are your top goals?

Goals will help you align your product and messaging to your buyer’s needs

On what basis is your bonus awarded?

Bonus compensation is an indicator of organizational priorities

What are the most urgent problems in your role?

Problems are pain points you can solve

What search phrase would you type to learn more about (your category of product)? (Open Ended)

This helps you to plan your SEO and keyword strategy

Which materials do you look at to learn about (your category of product)?

This will show you how to present your messages. White paper? Case study? Webinar? Event?

Where do you go to learn about (your category of product)?

This will show you where to present your messages. Social media? Trade associations? Publications?

How do you evaluate (your category of product)?

Understanding the evaluation criteria for products like yours helps you close deals

How do you use (your category of product)?

Predicting top use cases will help you optimize your product and pricing

What red flags do you look for before purchasing (your category of product)?

Know the red flags. Avoid the red flags.

What is the minimum amount of money your organization expects to spend this year on (your category of product)? (Numeric input)

This establishes a price floor for your products. Most useful if this data is filtered by organization size.

What is the maximum amount of money your organization expects to spend this year on (your category of product)?

(Numeric input)
This establishes a price ceiling for your products. Most useful if this data is filtered by organization size.

 

Creating personas is a crucial exercise for both your sales and marketing organizations at your company, this will help you craft your messaging, create prospecting playbooks and target your online media to your personas. To learn more about how to create personas, check out this post: How to Create Buer Personas