Creating custom audience personas is a simple but effective way of defining exactly who you are trying to reach with your marketing efforts.
Remember, the driving force behind an effective account-based marketing program is the ability to provide your target accounts with customized advertising material. In order to capitalize on this opportunity, you will need to develop several distinct personas.
As you’re creating your personas, make sure to address decision-makers at various levels of the target organization’s hierarchy.
For instance, you will need to use different tactics to appeal to a facilities director as opposed to a VP of operations. Each of these professionals will be responsible for making unique purchasing decisions for their organization. This means that each will be weighing different factors when they think about placing orders with your company.