Sales teams often focus on features and pricing, but the real difference is human connection. Relationships win deals.
A Persona Intelligence Analysis aims to get to know the people behind it by systematically revealing these decision-makers motivations, behaviors, and preferences, allowing companies to develop tailored strategies and enhance connections.
Why Is It Imparative?
Improved Personalization: Marketing personalization boosts conversion rates by as much as 10% (Statista 2023). Persona insights allow companies to customize communications according to specific needs and preferences.
Enhanced Engagement: According to Salesforce, 66% of customers anticipate that businesses will recognize their requirements. Persona intelligence aligns approaches with these anticipations, improving satisfaction and loyalty.
Target Personas and Timing
Persona intelligence is not designed to profile every stakeholder—it’s targeted at the few who truly matter, i.e. executives.
For example:
Leadership Transition: A new CEO, CFO, or CMO entering an organization often signals a shift in priorities. Persona intelligence helps you align your strategy with their leadership style and vision.
For Strategic Accounts: When engaging with high-value clients, understanding the perspectives of key decision-makers can significantly enhance personalization and trust-building.
In Competitive Situations: When competing for a deal, knowing the motivations and values of a critical stakeholder, such as a CIO focused on digital transformation, can be the differentiator.
What The Analysis Should Include?
Persona analysis involves detailed profiling across multiple chapters and aspects to offer a comprehensive understanding:
Professional Outlook:
Career history
Achievements
Leadership roles
Educational background and skills
Professional Ideology
Management styles
Business philosophies
Strategic viewpoints
Focus on specific areas
Personal Insights:
Hobbies
Interests
Social behaviors
Family life
Cultural affiliations
Key Angles to Engage:
Potential communication strategies
Personal rapport-building opportunities
Market and Business Context
Connections to industries, vendors, and stakeholders
Strategic goal
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