People often ask us how they can tell if their buyer personas are accurate and actionable. In a recent survey we heard questions such as “How do I really know if my buyer personas are right? And, “How can I make sure they tell me what matters to buyers and prospects?”
The short answer is that buyer personas work when they reveal how buyers think about the buying decision you want to influence.
While many companies use interviews to source their buyer personas, most of those interviews are conducted with the company’s salespeople or customers. Instead of a factually correct representation of their buyers, including those who prefer a competitor’s approach, these personas have a strong bias in favor of the company that develops them.