We were recently brainstorming with a brand new client. This client provides client-server software in a very narrow and specialized niche that facilitates a significant and mission-critical aspect of their clients' business.
While they have been doing a good job blogging with the customer's CEO (the formal decision-maker) in mind, they had overlooked two other important buyer personas:
- The IT Admin who must install and maintain the software
- The employees who must use the software every day.
It's important to ask, "Are there other buyer personas involved in the sale of my product or service?" When the time has come to make the buying decision, the CEO will look to the other 'influencers'. They too need to be nodding their heads saying 'yes'.
Mke sure you understand what is important to all of the parties involved in the decision. Write separate articles for each audience addressing the issues important to them.