t f o elopmen t Based v oun c art 7c Ideal buyer profile P The WHO ASales De Once you’ve selected your target accounts, The key is to discover and map the After identifying the key buyer personas, you need to identify the right people to important roles inside every buying team. marketing needs to build out profiles for each approach within those accounts: the members This list (from Wikipedia) is a good summary: one: your IBPs. These are detailed portraits of of the buying team and its key influencers. the people in each role, including things like: Remember, you’re not waiting for them to Initiator: the person who starts the swim into your net, so you need to identify decision-making process. • Demographics – age, seniority, salary range… them in advance so you can design strategies • Psychographics – attitudes, beliefs and biases… to reach them. Decider: who makes the actual • Job dynamics – day-in-the-life insights, purchase decision. pain points… The first step is to identify the kinds of people • Key challenges – goals, strategies, pain points… you’ll want to reach: your Ideal Buyer Profiles Buyer: who selects the suppliers • Background – career route, past roles, skills… (IBPs). This is most often led by marketing and and manages the buying process. will include not just job titles (which vary widely For instance, it’s not enough to know that you’re from company to company) but also job Influencer: who contributes to the targeting the CMO in your target accounts. You function, discipline, seniority and priorities. specifications and evaluation. ideally need to know that you’re reaching out to ‘brand-conscious CMOs obsessed with User: who actually uses the product customer experience but without deep or service. experience in digital' as well as what kinds of messages and content they respond to. Gatekeeper: who controls the flow of information in and out of the company. 40