A good marketing strategy is always well grounded in effective communication: targeted at the right audience, in the right channels, at the right time, and with the right message.
But, certainly a good marketing strategy is not enough to achieve the sales objective, it is necessary for the sales team to be very clear on who should invest their time and why.
Therefore, it is important that you know the differences between buyer profiles and buyer people.
Image Credit – https://startupdevkit.com/how-to-build-customer-profiles-buyer-personas/
What is a buyer persona?
A buyer persona is a semi-fictional representation of your ideal client, with characteristics based on research and analysis of your real, current or past clients, preferably those who are your best clients.
It should not contain real customers, but the distinctive features of those who best fit your product or service: age, income, interest, behavior, among other factors.
This representation will provide your team with a context and structure to, on the one hand, more easily map the appropriate content and media and, on the other, to be able to focus their time and resources effectively, aligned with the objective of your business.
If you want to delve into this topic, I suggest reading our article on buyer people and how to define them.
What is an ideal buyer profile?
An ideal buyer profile or ICP, for its acronym in English, is a description of a fictitious account that due to its characteristics could obtain significant value from your product or service and, therefore, would also provide substantial value to your company.
This profile describes the type of client that your company would have less cost to acquire, which usually stays longer as a client of your company, and that even recommends you and helps you generate new clients.
These characteristics usually include the size of the company, industry, number of employees, budget in a certain internal area, geographic location, product, service or acquisition limitations, legal restrictions that may limit your potential as a customer, among others.
How are an ideal customer profile and a buyer persona different?
The central difference is that the ideal customer profile describes a type of company that you should try to sell to, and a buyer persona details the people who usually buy from you within those companies.
For example, an ICP could be an agricultural company, which can encompass different buyer people, one of them could be the production manager.
In the following image, you can see, in summary, some of the differences.
In this other visual example you can see, roughly, how the same ideal customer profile can have more than one buyer persona:
Why do you need to define ICPs and also Buyer People?
Having your marketing and sales teams understand what type of companies to focus their efforts on will help you improve the success and conversion rate of your strategy. However, at the end of the day, whoever is involved in the buying process is a person, whoever signs the contract is a human, not a company.
So the more relevant and useful you can be when you talk to your prospects, so they can understand the benefit of using your product, both for the company you work for and for their professional and personal growth, the better conversion rates you will get in B2B sales. .
It is important that everyone in your company understand that although they are different concepts, they are closely related and when defined, they can complement each other.
The better the analysis and understanding of the ideal customer and buyer profiles, the better results you will get.
You have doubts? Do you need help creating yours? Leave us a comment or contact us!