Persona classification by role includes two parts:
- Definition of the persona classification by role to be addressed
- Research and listing of the contacts within your target accounts
The audience (persona) you are going to target in your marketing campaigns have common special characteristics and personal properties. E.g. responsibilities, decision criteria or perceived barriers. By grouping all those insights together, you will develop you buyer personas.
Research will be performed with tools such as Rainking, LinkedIn. Create a map of Buying Centers which will be compatible with the fields used in your CRM.
The decision making within buying centers is often shared by between 5 or more members. The final decision is influenced by each member’s individual customer experience during their customer journey.
Your marketing strategy will be focusing on the right set of personas within your target accounts and engage them through quality, relevant and adapted content.