A semi fictional representation of our ideal customer, whose buying decisions we want to influence.
The most relevant information from segmentation criteria (for either B2B or B2C) to describe our ideal buyer
The 5 Drivers for Buying Insight offer a multi-dimensional, high definition window into our ideal buyer’s world.
What business conditions or personal circumstances trigger the buyer to look for a new solution? Identify the 3-5 objectives or problems they are dedicating time and effort on.
Critical Must Haves
What top 3-5 benchmarks does buyer use to evaluate/compare alternative approaches to a problem? What features are critical to achieve their Desired Outcomes?
What results or outcomes whether tangible (rational benefits) or intangible (emotional benefits) do buyers expect from a solution such as yours?
What attitudes or concerns prevent buyers from investing in a solution? Or why would they buy from a competitor instead of from you?