How do you share your buyer personas with stakeholders?

2 Share the story behind the personas

Your buyer personas are not just static profiles, but dynamic stories that reflect the journey of your ideal customers. To share the story behind the personas, you need to explain how you created them, what data and research sources you used, what insights and patterns you discovered, and how they relate to your value proposition and differentiation. This will help your stakeholders understand the rationale and validity of your personas, as well as the context and scenarios in which they apply.

3 Provide clear guidance and recommendations

Your buyer personas are not just descriptive, but prescriptive tools that help you and your stakeholders make better decisions and actions. To provide clear guidance and recommendations, you need to show how your personas influence your B2B marketing strategy, such as your messaging, content, channels, offers, and campaigns. You also need to show how your stakeholders can use your personas in their own roles and functions, such as sales conversations, product development, or customer service. You can use examples, case studies, or best practices to illustrate your points.

4 Update and refine your personas regularly

Your buyer personas are not just fixed, but evolving tools that reflect the changes in your market and customers. To update and refine your personas regularly, you need to collect and analyze feedback and data from your stakeholders, as well as from your actual customers, such as surveys, interviews, reviews, or analytics. You also need to communicate and collaborate with your stakeholders to review and revise your personas, and incorporate new findings and trends. You can use tools, such as dashboards, newsletters, or workshops, to keep your personas fresh and relevant.

5 Make your personas accessible and visible

Your buyer personas are not just hidden, but visible tools that inspire and inform your entire organization. To make your personas accessible and visible, you need to store and share them in a central and secure location, such as a cloud platform, a wiki, or a CRM system, that allows your stakeholders to access and update them easily and frequently. You also need to display and promote them in various ways, such as posters, stickers, or badges, that remind your stakeholders of your ideal customers and their needs.