Do You Really Know Your Buyers?
B2B purchases aren’t made by a single decision-maker. Instead, buying decisions are made through buying committees comprised of multiple stakeholders – each with unique priorities, pain points, and decision criteria. If your marketing content doesn’t speak to each of them, you risk losing deals before they even start.
Yet many companies rely on outdated or overly broad buyer personas that fail to reflect how real buyers research, evaluate, and choose solutions today.
That’s where Liaison’s Persona Development service comes in. We go beyond generic personas to map out the real decision-makers in your sales process – their roles, concerns, and the information they need at every stage of the buying journey. These insights then fuel content planning and creation, ensuring your marketing is precisely targeted and built to drive action.
70%
of B2B buyers are dissatisfied with vendor content due to a lack of relevance and personalization.
Source: Forrester
How Persona Development Helps You Win More Deals
Why Liaison’s Persona Development?
Most companies guess who their buyers are – or rely on outdated personas that don’t reflect modern buying behaviors. We take a data-driven approach, ensuring your personas are accurate, actionable, and built for real-world marketing impact.
- More Effective Marketing: Create precisely targeted content that speaks directly to buyer concerns.
- Higher Engagement and Conversion Rates: When content is tailored to what buyers care about, they engage – and take action.
- Faster Sales Cycles: Reduce friction and hesitation by giving decision-makers the right information at the right time.
- Better Sales and Marketing Alignment: Provide both teams with a clear, shared understanding of who they’re engaging and how to win them over.
The Cost of Not Knowing Your Buyers
The companies that deeply understand their buyers are the ones that win.
- 70% of B2B marketers say they struggle to create content that resonates with their target audience (Content Marketing Institute).
- Buying committees are expanding – if your content only speaks to one stakeholder, you’re missing the others.
- Unfocused marketing leads to wasted budget – if you don’t know exactly who you’re targeting, you’re guessing instead of executing with precision.
How Persona Development Works
Our Persona Development service is structured, research-backed (using our Buyer Impact Model), and designed to provide insights you can immediately apply to your marketing, content strategy, and sales efforts.
Buying Committee Analysis
Identify who is involved in the decision, what role each person plays, how the committee members interact during the buying process, and who really has the final say.
Buyer Needs + Motivations
Define what matters most to each persona (pain points, priorities, and success criteria), pinpoint barriers to purchase, and determine what information turns barriers into action.
Information + Content Preferences
Determine what type of content each persona relies on, and which formats resonate best – videos, whitepapers, webinars, interactive tools, etc.
Persona Profiles + Activation Plan
Deliver clear, practical persona profiles that guide content strategy, messaging, and sales enablement plus specific recommendations on how to integrate persona insights into marketing and sales efforts.