A new buyer
When you’re selling to new personas.
Maybe you’re going after a new budget within the organization. Maybe you’re trying to move upstream. Maybe you’re breaking into enterprises or launching an offer for SMBs.
Taking your offer to a new front door involves more change than you might think.
Things you’ll need:
- Primary research. Speak to as many customers and prospects as you can. Join the communities and explore the channels they spend time in. Map out the new buying committee.
- Adjusted models and expectations. New personas don’t just think differently, they buy differently too — in terms of engagement, timeline, buying committee and so on.
- An evolved story. Selling to a new persona can shed new light (or expose gaps) in how you sell to your established audience. Take the opportunity to address things as they appear.
- An updated SERP strategy. It takes a lot of on and off-site optimization to re-train SERPs that your company is the answer to queries coming from new personas.
- Fresh campaigns that leverage what you already have. You need a creative platform and content plan that focuses resources where they’ll have the biggest impact.
Big inflection points need specific, tailored responses. But selling to a new persona usually involves some mix of:
- Galvanizing story
- Messaging
- Visual identity
- Naming
- Website
- Content
- Sales enablement
- GTM Blueprint
- ABM
- Search
- Always-on optimization
