In B2B marketing, especially within the manufacturing sector, success isn’t just about what you’re selling—it’s about who you’re selling to. That’s where persona mapping comes in.
Over the years I’ve seen many manufacturers ignore this important marketing process at their cost. It’s so vital for great marketing that it is always the first activity we undertake for any new client. At Beach – a B2B marketing agency specialising in manufacturing and automotive, we understand that the sales cycle is long and complex and that creating compelling marketing messages to resonate with difficult-to-find and hard-to-reach players in the decision-making unit (DMU) can make all the difference.
In this short article we’ll cover the basics of what is a persona, why mapping is important, who’s involved in the DMU and the step-by-step process to follow to create the personas for your own organisation. Look out for our complimentary half day persona workshop we are offering to manufacturers at the end of this article.
So, what exactly is a Buyer Persona?
A buyer persona is a fictionalised yet data-backed profile that represents a key segment of your target audience. It’s not just a list of demographics like age or job title; a well-crafted persona captures the motivations, challenges, and buying behaviours of the individual. Personas help businesses get into the mindset of their customers, ensuring that their marketing and sales messages speak directly to the needs of real people.
In manufacturing, a persona might describe the key concerns of an operations manager in a mid-sized manufacturing company, including their goals for reducing costs, boosting efficiency, and solving specific operational challenges. Or it could describe a procurement officer concerned about budget constraints and ROI. A detailed persona outlines their specific pain points, preferred methods of communication, decision-making process, and the unique value they’re looking for in a product or service.
Why is Persona Mapping Important?
Understanding who is involved in the decision-making process is as crucial as understanding what they need. Here’s why persona mapping is so vital in the manufacturing sector:
- Targeted Messaging: Manufacturing decisions often involve complex, high-value purchases with long sales cycles. If you don’t know who you’re talking to, you can’t deliver a message that resonates. Persona mapping ensures your marketing is laser-focused, addressing the unique concerns of each decision-maker.
- Improved Sales Alignment: When marketing and sales teams share a common understanding of the personas they’re targeting, it leads to better communication, smoother handoffs, and more effective campaigns. This alignment can significantly shorten the sales cycle and improve conversion rates.
- Better Customer Relationships: Personas help you develop deeper connections with your customers by demonstrating that you understand their specific needs and challenges. It fosters trust when your messaging consistently speaks to their goals and offers solutions tailored to them.
- Optimised Marketing Spend: With personas in place, you’re no longer wasting resources on generic messaging. Instead, every piece of content, every email, and every ad is designed to engage the right people at the right time, making your marketing spend more efficient and effective.
- Focus on the Right Decision-Makers: By focusing only on the personas that matter, persona mapping allows you to dismiss irrelevant prospects who have no place in the DMU. This saves you time and resources by helping you avoid chasing after contacts who don’t influence the buying decision, allowing you to focus your efforts on the people who truly count.
Who’s Involved in the Decision-Making Unit (DMU) in Manufacturing?
In a manufacturing company, decisions are rarely made by a single individual. Multiple roles are involved, each with its own set of responsibilities and concerns. Here’s a look at the key players in the DMU for manufacturing:
Users:
The Hands-on Experts
Users: The Hands-on Experts
These individuals will directly interact with the product, such as machine operators or maintenance staff. Their primary concerns include usability, safety, and how the product will impact their daily tasks. They need solutions that are practical, efficient, and easy to use.
Influencers:
The Trusted Advisors
Influencers: The Trusted Advisors
Influencers often include engineers or department managers who recommend products based on their expertise. They care about the technical aspects of the solution, such as performance, durability, and how it fits within the company’s operational framework.
Buyers:
The Procurement Professionals
Buyers: The Procurement Professionals
The buyers are responsible for handling the purchasing process. They focus on cost, negotiating the best deal, and ensuring that the product aligns with the company’s budgetary requirements. Buyers need transparency on pricing and a clear understanding of the value they’re getting for their investment.
Deciders:
The Ultimate Authority
Deciders: The Ultimate Authority
Senior executives or directors often play the final role in approving large purchases. They’re looking at the bigger picture—how the product aligns with the company’s overall strategy, whether it contributes to efficiency, and how it will affect profitability.
Gatekeepers:
The Information Managers
Gatekeepers: The Information Managers
Gatekeepers are often administrative assistants or junior managers who control access to key decision-makers. Their role is to filter the information they pass along, so it’s essential to make sure your communication is clear, concise, and relevant.
Finance Directors:
The Financial Gatekeepers
Finance Directors: The Financial Gatekeepers
Finance directors oversee the financial aspects of a purchase, focusing on budget constraints and ROI. They require a detailed understanding of how the investment will deliver long-term financial benefits.
IT/Technical Managers:
The Tech Integrators
IT/Technical Managers: The Tech Integrators
In cases where the product involves technology (e.g., automated systems, software integration), IT managers are responsible for ensuring smooth compatibility with existing systems and assessing potential risks.
Health & Safety Officers:
The Compliance Enforcers
Health & Safety Officers: The Compliance Enforcers
Health and safety officers ensure that any new equipment complies with industry safety standards and minimises risk. They are focused on reducing accidents and maintaining compliance with regulations.
To understand these personas in more detail why not join us for a complimentary half-day buyer persona workshop?
The Persona Mapping Process: Step-by-Step
Creating detailed buyer personas requires a structured approach. Here’s how we at Beach Marketing tackle the process:
Why Choose Beach Marketing for Persona Mapping?
At Beach Marketing, we don’t just create personas—we help you turn them into actionable strategies that drive results. Whether you’re selling complex industrial machinery or components, our team of B2B specialists can help you understand exactly who you need to target and how to engage them effectively.
Take Action: Complimentary Half-Day Persona Mapping Workshop
Our Persona mapping game that is fun and focussed has been successfully run for our clients. If you are ready to dive deeper into persona mapping then we’re offering a complimentary half-day workshop to run through the game to help you develop your own persona maps and unlock better results from your marketing campaigns. During this session, we’ll:
- Identify your key decision-makers
- Map out their buyer journey
- Tailor your messaging to match their needs
Don’t miss out on this opportunity! Contact us today to book your workshop and start turning insights into action.
Sign up to our B2B Newsletter
Beach Marketing regularly shares valuable hints, tips, and comprehensive advice around B2B marketing. From industrial insights to sailing through the buying cycle, our monthly newsletter talks about everything B2B. Sign-up for first dibs on all the juice below.
