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Identify your buyer persona in the industrial sector

Identify your buyer persona in the industrial sector

The profile of the industrial consumer differs from that of the traditional or mass consumer. The former is more demanding, specialised and negotiating, so their buying decision process is different in both time and form.

To retain the attention of this type of audience, it is necessary to design a personalised sales strategy that persuades the user to purchase an industrial product or service. At BCM Marketing, as a marketing agency specialised in providing marketing services to companies operating in the industrial sector, we focus on identifying the buyer persona of our clients in order to offer personalised and relevant information that helps in the acquisition of new qualified leads.

The buying process of an industrial consumer

To understand and identify your buyer persona or ideal customer, our team of industrial marketing and business strategy professionals have divided the behaviour of the industrial consumer into three key stages that explain how the buying process works in the industrial sector (to see this extended buying process, you can take a look at an extended article in which we explain in detail the stages of the buying process of the industrial consumer):

  1. Your process starts once you identify a problem or need in your company. He then selects possible solutions and explores existing offers on the market, paying special attention to the technical specifications of products and services.
  2. Once he has identified the product that best suits his needs, he searches for qualified suppliers and calls on them to submit their proposals, analyses the quotations and establishes some criteria such as performance, customisation, legality and product quality before making the final selection. 
  3. Finally, it places the order and evaluates the after-sales service it receives after making its purchase. The customer's return to his suppliers depends to a large extent on this process. For this reason, the importance of establishing a good relationship using relationship marketing techniques is of utmost importance.

Bearing in mind that the buyer persona is a fictitious representation of the company's ideal customer, we must take into account not only the type of customer of our target audience, but also their own personal or professional objectives and goals in their sector. Thus, it is important to keep in mind, before creating an industrial buyer persona, what the stages of the final buying process will be.

While identifying the different types of buyer persona can be more complex than it seems, a few months ago we put on the table a small guide that will help you define your buyer persona in an industrial B2B marketing environment.

Inbound Marketing, the key to attract your buyer persona

As a marketing agency with more than 25 years of experience in the industrial sector, at BCM Marketing we establish a customised sales strategy for each client in which we offer attractive proposals aimed at the real needs to reach the target audience through Inbound Marketing.

Replacing traditional direct marketing, Inbound Marketing aims to attract attention and attract new leads or potential customers that meet the characteristics of the buyer persona of the company. This is only possible by offering relevant information to the audience through content marketing, i.e., the creation of content and information relevant to your buyer persona.

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