B2B Tech Sites Should Appeal To These 3 Common Buyer Personas


For marketing leaders navigating a website design, there’s no shortage of factors to consider. First, there are the basic goals all B2B and B2C websites share—establishing clear information architecture, featuring meaningful content, and putting high-priority information front and center. Then, factoring in the higher price points and longer sales cycles for B2B tech purchases, things get really interesting.

The task of attracting multiple audiences with seemingly competing priorities can be daunting to say the least. You set out to create target personas, and before you know it you have a list a mile long of all the stakeholders involved in the purchase decision. Suddenly, there’s no clear pathway to identifying primary categories for target and engagement. It can quickly start feeling like a maze or a riddle with no resolution.

But it doesn’t have to be so complicated. The use of personas in website creation has been around for a long time, and while they are valuable tools that help B2B companies connect quicker and more effectively with target audiences, there’s one major element that must be in place before the process of persona creation can begin.

Position Yourself First, Then Position Your Content

Every major website project should start by establishing a strong position in the marketplace. This is a vital step in identifying and understanding your audience since personas are only as strong as the foundation on which they are built. After all, a company will have a hard time communicating their brand story to potential clients if they are not clear on what exactly that story is. Answering these simple questions will set the tone for creating audience personas your sales teams can rely on throughout the buying process: Why should businesses buy your product or service? How are you different from the competition? And who is your product for?

With those critical questions answered, it’s time to begin examining your persona types and their complex, overlapping roles.

The 3 B2B Tech Buyer Personas

Naturally, when it comes to B2B tech purchases on the scale of thousands or even millions of dollars, it’s not as simple as putting a product into a cart. Successful selling in this space often requires content marketing, product trials, demo requests, ROI calculators, and sales calls that generate leads and can then lead to negotiating the purchase. Understanding your audience—and its multiple personas ranging from C-level decision makers to technical users—is the first step in supporting this long and complex purchase funnel. This audience might consist of dozens of individual roles, but each falls into one of three major categories:

  1. The first persona group are the Decision Makers. Don’t get hung up on helping this individual understand the nuances of the solution you are proposing; that is not their primary concern. Regardless of which acronyms are in their title—CTO, CIO, CISO, VP, etc.—Decision Makers primarily need to grasp the benefits of your solution and verify that it is a good fit for their organization. Focus on creating immediately relatable content and calls to action for this group in your Who We Are and What We Do pages.
  2. Narrowing down the shortlist of products being evaluated is a task that falls to individuals in the second persona category, the Recommenders. The titles you should be looking for within this category are typically Directors or Senior Managers of IT, Information Security, Cyber Security, etc. These users often find the most relevant content and calls-to-action for their roles in ROI calculators, support pages, customer success stories, competitive comparison charts, and in-depth articles.
  3. The third and final persona category to consider are the Users, who typically occupy the roles of engineer, analyst, developer, support engineer, technical consultant, and project manager. Their mandate is to dive deep into the nuances of your products and solutions to understand why they work. This is the group for whom you are helping solve problems, so be sure to position your product detail pages, whitepapers, and case studies with their specific needs and questions in mind.

Avoid This Common Mistake in B2B Persona and Website Creation

A good B2B technology website contains rich content positioned strategically to speak directly to these three audience types. That said, a common pitfall for marketing leaders is relying too heavily on any one group or part of the process. For example, since B2B tech products are designed for end-users, it can be easy to fall into the trap of creating website content that is too narrowly focused on how a security engineer might manage the different networks of their organization, or how a developer will use a certain software for building the applications.

By wandering down overly role-specific rabbit holes, sites fail to address how the solution solves a problem for the organization as a whole. In other words, both the content you provide and the way you position it should assure any user that your solution has produced consistent and measurable results for organizations similar to theirs.

There is also the matter of engagement. Now that you have explored the most common personas and their basic needs, how will you proceed to turn their interest into qualified leads? Begin by talking in-depth through these three persona categories with your team, exploring the various ways you can tweak pathways, narratives, and flows to lead users to the information they will find most useful.

The task of attracting multiple audiences with seemingly competing priorities can be daunting to say the least.

Just as they have in recent years, machine learning and personalization will continue changing the game and impact how B2B companies engage with personas in the buying cycle. As you formulate your company’s unique approach, be careful to incorporate messaging that speaks to each individual group as well as the organization as a whole. By personalizing each conversation as much as possible will help you provide targeted content, assets, and calls to action your audiences need to confidently take the next step in the buying process.

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