Manufacturing companies typically build their target audiences based on job titles: plant manager, maintenance manager, engineer, or purchasing manager. While this is a good place to begin, it is far from being a complete buyer persona.
A complete buyer persona provides information regarding the responsibilities of the individual; what issue sparks the search for a product; what barriers exist to completing the purchase; where the individual looks for credible information; who else influences the buying decision; and how the first interaction should be framed.
The same manufactured item can mean something very different to each type of buyer. For example, a plant manager's primary concern would likely revolve around maintaining production schedules. On the other hand, a maintenance manager would primarily concentrate on ease of installation and serviceability. An engineer would be concerned with compatibility and measurable performance data. A purchasing manager would evaluate a vendor by comparing lead times, delivery reliability, and overall price.
Campaign Choices for Manufacturers
01
Assume a company developed and manufactured a new replacement component designed to last longer. The initial direction of the marketing campaign focused on the part's long-term benefit: durability. However, the sales team explained to marketing that plant managers were asking a very different question: "Will installing a new, unfamiliar part interfere with our current production?"
As a result of this insight, sales and marketing made a joint decision to adjust the campaign direction. They decided to emphasize reduced downtime and the simplicity of transitioning to the new part, while supporting these claims with evidence of its durability.
02
To create the necessary materials for the sales team, marketing produced short examples of customer applications, comparisons of the technical specifications of the two parts, and explanations of the process for installing the new part. Sales used these materials during outreach to invite potential customers to participate in a reliability evaluation. Both groups tracked booked meetings, technical review requests, sales leads generated, and the objections raised after the materials were used.
03
The key advantage of developing a buyer persona is not simply creating a well-developed profile with a photo and name. Rather, it helps sales and marketing develop a common understanding of their buyers. This understanding allows them to determine the best course of action for their respective campaigns.
If developing a buyer persona does not alter the message being conveyed, the evidence presented, the presentation format, the next steps required, or the metrics used to measure success, the persona is probably too incomplete to be valuable.
