Key Takeaways
82% of companies using buyer personas improved their value proposition.
71% of companies that exceed lead generation and revenue goals have documented buyer personas.
Buyer persona based content increased customer engagement almost 6X when targeting cold leads (10% versus 58%).
Case study found staggering value added by buyer personas in a form of 900% increase in length of visit, 171% increase in marketing-generated revenue, 111% increase in email open rate, and a 100% increase in the number of pages visited.
Buyer Persona KPI Statistics
82% of companies using buyer personas improved their value proposition.
Behaviorally-targeted ads are 2X as effective as general ads.
Leveraging buyer personas in email campaigns brings up to 2X increase in open rates.
The same email campaigns will see up to 5X higher click through rates (CTR).
Personalized emails improve CTR by 14%, conversion rates by 10%, and drive 18X more revenue than broadcast emails.
3-4 personas usually account for over 90% of a company’s sales.
24% of companies generated more leads using buyer personas.
56% of companies have generated higher quality leads using buyer personas.
36% of companies have created shorter sales cycles using buyer personas.
Buyer Persona Marketer Adoption Statistics
Buyer persona is the 2nd most popular criteria for segmenting content for B2B marketers, with 40% of B2B marketers segmenting content by buyer persona.
44% of B2B marketers use buyer personas, creating a mix of opportunity and competition.
83% of B2B marketers expect to use buyer personas in the near future.
63% of marketers create content by buyer persona; 38% by vertical; 30% by geography; and 30% by account or customer.
Successful Companies Leverage Buyer Personas
71% of companies that exceed lead generation and revenue goals have documented buyer personas.
93% of companies who exceed lead generation and revenue goals segment their database by buyer persona.
Companies who exceed lead and revenue goals are 4X as likely to use buyer personas for demand generation than those who missed lead and revenue goals.
90% of companies using buyer personas have been able to create a clearer understanding of who buyers are.
65% of companies who exceed lead and revenue goals have updated their buyer personas within the last 6 months.
70% of companies who miss revenue and lead goals do not account for the full buying committee with their buyer personas.
Consumer-Related Buyer Persona Statistics
Using buyer personas in the web design process helps improve usability anywhere from 2 times – 5 times.
Buyers are 48% more likely to consider solution providers that personalize their marketing to address their specific business issues.
81% of buyers will pay a premium for industry experience and industry-specific solutions.
Over 78% of consumers will only engage offers if they have been personalized to their previous engagements with the brand.
81% of consumers want brands to get to know them and understand when to approach them and when not to.
87% of consumers surveyed say that personally relevant branded content positively influences how they feel about a brand.
63% of respondents are highly annoyed by the way brands to continue to rely on the old-fashioned strategy of blasting generic ad messages repeatedly.
63% of consumers said they’d think more positively of a brand if it gave them content that was more valuable, interesting or relevant.
Buyer persona based content increased customer engagement almost 6X when targeting cold leads (10% versus 58%).
Buyer Personas and Content Marketing
The top 3 drivers of blog content strategy include: buyer personas, audience demographics and buying stage.
58% of B2B content marketers consider audience relevance as the most important factor in determining content marketing effectiveness.
Using buyer personas makes website 2-5X easier to use for targeted users.
Case Studies are Proving the Value of Buyer Personas
Intel surpassed their campaign benchmarks by 75% when they started leveraging buyer personas.
The same campaign by Intel was 48% more cost efficient than the average campaign.
Thomson Reuter claims buyer personas contributed to a 175% increase in revenue attributed to marketing efforts.
At the same time, Thomson Reuter saw an additional 10% increase in leads sent to sales and a 72% reduction in lead conversion time.
MarketingSherpa case study found staggering value added by buyer personas in a form of 900% increase in length of visit, 171% increase in marketing-generated revenue, 111% increase in email open rate, and a 100% increase in the number of pages visited.
Skytap implemented buyer personas into their content marketing efforts and reaped the benefits like 124% increases sales leads, 55% increase in organic search traffic, 97% increase in online leads, and a 210% increase in coveted North American site traffic.
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