If you tailor your sales messaging to the different buyer personas you target and interact with, you can communicate more clearly how you can help, which can build more interest and engagement. In this video, we outline the first step in targeting differently: mapping your campaign coordinates.
What are campaign coordinates?
Campaign coordinates is a term we invented to help you organize and build your buyer persona campaigns. It is similar to how coordinates on a map work.
If we were going to take a long-distance road trip, we would have a destination in mind. This location will have coordinates in the form of longitude and latitude.
These two points make it crystal clear where we are going, and we can then plan out how best to get there. We can use this same logic to think about the different buyer personas we want to talk with and sell to.
Coordinate 1 – Product
The first coordinate we need to identify for our campaign is the product we are ultimately trying to drive demand for. Even if we develop a sophisticated sales pitch that talks very little about our products, we still need to consider the product we want to sell, as this could impact the questions we ask.
I just want to point out one thing to keep in mind when building and using a campaign aligned with a particular product. If we go back to the long-distance road trip, we might depart for the target location, but we may get sidetracked and end up going somewhere else.
This can happen when targeting campaigns to buyer personas: we might start with one product in mind, then, in our discussions, identify that the buyer fits better with a different product, and we can very easily switch campaigns and products at any point.
Coordinate 2 – Target Prospect
The second coordinate that we need to consider is the target prospect for whom we are building our campaign. This is a very important and powerful step because it can allow you to create different sales messaging for the different target prospects that you sell.
You may want to consider this step because the different buyers you interact with will have varying needs, interests, problems, and lingo. You could go out and say the same thing to everybody, but having messaging tailored to the different target prospects you talk with can improve your ability to communicate effectively and take you to the next level.
Categories or labels you may want to consider for buyer personas include industries, company sizes, locations, departments, organizational levels, and sales cycle stages.
Also, Read 2 in Building Buyer Persona Sales Pitches
