Audience Persona Development

Understanding your target audiences and stakeholders is essential to implementing successful thought leadership campaigns. Bold employs a proven, data-driven process to develop detailed audience personas that provide a deeper understanding of your target audiences and how to influence them.

Bold works closely with your marketing and sales teams to create profiles of the individual buyers in your industry. A typical enterprise sale almost always involves a buying committee that includes members from several departments as well as the executive team. Understanding which members of this buying committee are decision makers vs. influencers or detractors can make the difference between success and failure.

Bold combines the insights of your sales and marketing teams with data from our digital audience panels to ensure your activities target each member of the buying committee with strategic content and touch points that will build preference for your brand at every stage of their buying journey.

Identifying your core buyers, and their decision drivers, influencers and detractors, is the first step in developing customer personas for your marketing and sales process. Each of these individuals plays a different role in the buying process, and comes to this role with their own background and perspective. Consequently, content and touch points must be designed for each of these separate personas to drive engagement and create brand awareness and preference.

Bold uses a data-driven approach to developing the demographic and psychographic profiles of your customer personas. We combine this with insights from your sales and marketing teams to create detailed customer personas that include personality traits, factors likely to influence purchase decisions, events they are likely to attend, media they consume, influencers they follow and brands they admire.

Bold customer personas also include decision drivers and specific pain points relevant to your brand, your products and services. Finally, we include the topics and trends most likely to engage each persona – based on our digital audience panels – along with personalized content recommendations based on those high-engagement trends and topics – specifically as they relate to your products and services.

Examples of Bold-created customer personas for an enterprise SaaS client.

Once you’ve created your customer personas, you have a powerful tool for guiding sales and marketing activities and for building your Customer Journey Map. Such a map enables the creation of content, events and other touch points that will engage your target customers all along their journey of discovery as they seek a solution that your products and services provide.

For more information about customer personas and how they integrate with your marketing and sales activities, check out this Bold blog on the subject: Three Steps to Successful Content, Demand Gen, and ABM Programs in 2023.