If you’re new to the JumpCrew brand, let me introduce you. Companies partner with JumpCrew to increase brand awareness, generate leads, and close new business. We’re a customer acquisition engine that runs on GRIT, tech, culture, and some of the best humans around. Our best partnerships are just that, partnerships. We need them and they need us. Our CMO, Lavall Chichester, has this quip about the way we do deals. He says that positive relationships are symbiotic. Both sides come back for more. For example, a client gives us $1 and we give them $7 in return. An actual ROI report from one of our partnerships utilizing the Satellite Sales service.
What is a buyer persona?
Now that you have insight into what we do, let’s talk about “Grant” our example buyer persona. As part of our Sales Enablement Marketing product, we create buyer personas for your company and walk you through the positioning and messaging that we believe is the best way to communicate with your target audience. First things first, most companies have more than one buyer persona profile. In fact, it would be unique to have only one type of target customer.
A buyer persona is a mostly fictional character that represents your ideal customer. These characters are created by pulling real data about existing customers and research on the market. To reiterate, most companies have multiple versions of this. Multiple buyer personas are encouraged but don’t get carried away with defining every single person who has ever engaged with your business. For example, at JumpCrew we have other business units who would all have their own buyer personas but for the purpose of this article, I chose one persona that aligns closely with the JumpCrew brand. This persona describes someone that our strategic accounts sales team would love to pitch on partnering with JumpCrew. Meet Grant.
Why do I need a buyer persona?
Although you may know who your target audience is when you’re typing an email, writing an ad, developing a sales pitch, etc. you’re tone and language often get lost if you don’t have a guiding person in your head that you’re writing to. You can ask yourself, “would Grant respond well to this ad copy?”. For example, the tone we write with at JumpCrew should come across as both witty and authoritative. We write this way to appeal to Grant, the 30-something guy who would rather talk to JumpCrew than the vanilla salesperson who’s been using the same tech for the last 10 years. Using his buyer persona, we tailor our tone to the “Grant’s” of the world. Additionally, Grant’s profile helps our ad team put JumpCrew in front of the right people.
Breaking down our buyer persona
This is an example of one buyer persona format. There are hundreds of ways to put a buyer persona together ranging from the bare minimum (name, age, title, location) to a specific Myers Briggs profile that meshes well with your company. Once you understand the purpose and functionality of one buyer persona you’ll be able to get as detailed as you’d like. Past a certain point, the information gets superfluous, but in my opinion, this adds to the fun of creating a persona and makes the “person” memorable to your team.
Knowledge of education level is great info for targeting. Ads can be tailored to appear to your target audience based on this demographic.
This section tells you who to address. Some copy literally starts with language like, “Are you a sales director?” Language and tone changes based on seniority. Another benefit of knowing their job title for the sales team is knowing if you’ve reached the decision-maker. We can reach salespeople or managers at potential partner companies all day, but if its the director level that makes decisions, that’s how you should tailor your messaging.
This is one of the demographic questions that isn’t vital but adds to the big picture of the persona. Visualizing Grant’s life gives you a real person to write to or design a pitch around. You’ll have an imaginary friend in no time.
Knowledge of basic interests helps you gauge which online platforms Grant will be on. If his interests are mainly hobbies like sports teams, tech products, etc. you might find him on Twitter. In this case, since Grant’s hobbies are aligned with his day-to-day work, we will likely bump into him on LinkedIn. Also, he enjoys sales dev courses and continued learning. What’s better than showing Grant that JumpCrew is a thought leader in the sales space by pushing this content piece out on LinkedIn?
Grant is an opportunity for JumpCrew because he is responsible for increasing sales. Some of our most successful partnerships have derived from the need to scale. We know that JumpCrew provides a solid solution in our Satellite Sales and Full Funnel product offerings—see the proof here. Knowing that the opportunity is solely about the need to increase sales, we can write ads, blogs, create big content pieces, and pitch with an emphasis on scaling sales. Putting blogs like the ones below in front of Grant is a great introduction to the JumpCrew brand.
Grant is going to want to move forward quickly with the option that makes him look the best. Plain and simple. He needs to be convinced that outsourcing a sales team in order to scale is the smartest decision. Through all communication mediums, we will tailor our messaging to show Grant that JumpCrew is the move—that our business model makes more sense than reinventing the wheel. Here’s an example of an ad for Full-Funnel (marketing + sales) where we have tailored copy towards someone like Grant who needs to decide how to scale.
Grant’s main concern is that if he goes with JumpCrew, he will have to put in just as much work as he would if he started an internal team. This is exactly the reason that we put infographics like the one below on our website. Before we even pitch Grant, we want to get in front of his buying concern with content like the Buy VS Build chart.
Once you figure out who you’re trying to talk to, communicating with them comes naturally. You’ll be able to say things like, “If you’re a sales director in charge of scaling the program, talk to us.” instead of, “JumpCrew sells outsourced sales solutions.” The first is more valuable and shows that we know who our target audience is; that we have a niche and they are it. With a built-out buyer persona, you can update the profiles as you add products and services and fine-tune according to industry changes.