Globalization has created a new breed of behemoth corporations with multinational footprints, tens of thousands of employees, and a complex hierarchy of reporting structures. Even within a single department, marketing, engineering, or product, there can be thousands of employees and hundreds of managers, directors, and vice presidents. Different people buy your product for different reasons. In this video, you're going to learn how to cut through the clutter by creating buyer personas that distill your average buyer down to a specific profile. One that lets you select the right person from hundreds of seemingly viable prospects. With almost eight billion inhabitants and counting, you can't get to know every single prospect individually. But you can't create a generalized profile of the buyer that represents each major segment of your customer base. These profiles describe characteristics of the average person that purchases your product or service and they serve as the foundation of the buyer's persona. A buyer persona is a written definition of a theoretical generic person that purchases your product or service. Think of this as champion identification. At every company, there is someone that your product could help tremendously. It will solve the biggest problem they are facing in their role, simplified day-to-day processing and make their life better. If you can start up a dialogue with this person, make a connection, and open their eyes to the value that your product or solution creates, that's it, you got a sale. How do you find this person, this champion, when you are tasked with selling into Marriott or Walt Disney or General Electric, a company that has hundreds of thousands of employees? It's simple actually. You use the buyer personas to guide your prospecting and outreach, making sure that you find the right people in the right departments so your personalized and value-driven messaging will be as relevant as possible. The buyer personas can be used to find and understand the right people at companies that fall within the ideal customer profile. It can help to create the best messaging for these ideal prospects. Messaging that is value-driven, speaks to the intricacies of their role and in benefits that they might find in the solution. It can even help with content creation. Knowing what keywords, visuals, and thoughts resonate with a particular audience or impart development when designing features with a specific user in mind. There can be many distinct buyer personas and even differentiation within a department. As the digital media director, we'll have different concerns and needs than the head of content production. Despite both volume underneath the marketing departments managerial umbrella. What goes into creating a buyer persona? Usually this is a combination of past sales and customer data, industry research, and a number of educated guesses. The collection of buyer personas will grow in depth and number as the company and the sales team mature. They usually start with the title, job description, problems, benefits, keywords, and the messaging guide. Then get deeper and more specific from there. For example, a buyer persona for a company that sells to marketing teams may read: title; director of marketing, chief of marketing or marketing manager. Job role; oversees day-to-day book advertising, purchases, content creation, and campaign launch. Problem; time campaign spend to outcomes. Benefit; understanding where the best seizures come from and a better use of advertising dollars. Keywords; mobile ads, digital marketing apps, digital media, social media marketing. Messaging guide; focus on a 360 degree holistic view of the campaign, connecting advertising efforts to customer conversions. With more than a 100 million companies employing five billion people, it is important to utilize a tool like the buyer persona to help find and understand your ideal customer. In sales, marketing, and product, operating with the buyer's persona in mind can make you more effective and more impactful because your efforts are being directed towards the individuals that will ultimately appreciate them the most.