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.
Infrequently Asked Questions
Selling to new roles, buyers or organizations can feel weirdly alienating and unfamiliar. Here’s a taste of the hidden complexity we like to address:
- How can your existing credibility help you get famous with a new crowd? /
- What do new buyers need to believe in order to arrive at your door? /
- How different are the new buying signals? /
- How can you market to multiple audiences without multiplying your budget? /
- Where can different on-ramps converge into shared journeys? /
- How can your existing credibility help you get famous with a new crowd? /
- What do new buyers need to believe in order to arrive at your door? /
- How different are the new buying signals? /
- How can you market to multiple audiences without multiplying your budget? /
- Where can different on-ramps converge into shared journeys? /
- How can your existing credibility help you get famous with a new crowd? /
- What do new buyers need to believe in order to arrive at your door? /
- How different are the new buying signals? /
- How can you market to multiple audiences without multiplying your budget? /
- Where can different on-ramps converge into shared journeys? /
- How can your existing credibility help you get famous with a new crowd? /
- What do new buyers need to believe in order to arrive at your door? /
- How different are the new buying signals? /
- How can you market to multiple audiences without multiplying your budget? /
- Where can different on-ramps converge into shared journeys? /
- How can your existing credibility help you get famous with a new crowd? /
- What do new buyers need to believe in order to arrive at your door? /
- How different are the new buying signals? /
- How can you market to multiple audiences without multiplying your budget? /
- Where can different on-ramps converge into shared journeys? /
What we bring to the party
Need something that’s not on the list? We probably do that too.
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
We love working closely with our clients to seize new opportunities.
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