Online Marketing Amsterdam

Persona mapping maps all your audiences and decision makers

About persona mapping

With persona mapping, you visualize all relevant customer types within your target audience, including their role in the buying process, their needs and their decision criteria. It is the bridge between audience research, buyer personas and customer journey development. By mapping personas and analyzing their interaction with your brand, you can perfectly align your brand strategy, proposition development and content strategy with the right people, at the right time. Companies that use personas also get more return from their marketing.

the definition and importance of a buyer persona

The Power of Persona Mapping

Persona mapping is a strategic method for understanding who is involved in the purchase decision, what their customer journey looks like and what message triggers them. Whereas a buyer persona focuses on the individual customer and a CPI analysis on the type of company, persona mapping uncovers the relationships and mutual influence between different personas. This helps create a good picture of different customer segments and their specific needs.

By combining persona mapping with segmentation, customer journey mapping and empathy mapping, you get a complete picture of the target audience. This not only analyzes demographics and behaviors, but also emotions, motivations and pain points. This makes it possible to personalize campaigns, set up marketing automation flows and apply account-based marketing in a more targeted way.

What to expect:

Inventory of all relevant personas in your target audience
Analysis of roles, responsibilities and decision-making power
Visualization of personas and their interrelationship in the buying process
Linking to customer journeys, touchpoints and marketing channels
Application advice for sales, marketing and service

Sample applications

Complex B2B sales processes with multiple decision makers
Optimization of marketing and sales funnels
Development of targeted content for different role profiles
Improving account-based marketing campaigns
Alignment of customer communications across all channels for effective communication

Our working method

Analysis of existing data: We use audience research, buyer personas, user personas, qualitative research, surveys, interviews and CRM data as a basis.
Identification of personas: We determine which personas are relevant to your product or service and identify their unique characteristics and needs.
Mapping: We map relationships, influence, behaviors and decision moments and combine this with an empathy map to get a good picture of emotions and motivations.
Validation: We test the mapping with marketing and sales teams for practical applicability and gather feedback to further develop the personas.
Integration: We incorporate persona mapping into campaigns, customer journey maps and marketing automation so you can target the specific needs of multiple personas.

This is how persona mapping changes your marketing strategy

In an increasingly complex marketplace, it is crucial to properly understand your target audience and the various decision makers involved. Persona mapping offers a powerful and clear method for this. By mapping not only individual customer profiles, but also the relationships and interactions between different personas, you gain in-depth insight into the buying process. This enables you to align your marketing strategy more effectively with the specific needs and motivations of your customers. A customer journey starts with setting clear goals for research, which lays the foundation for successful mapping. Discover how persona mapping can transform your approach and ensure more relevant communication, better customer experience and ultimately higher conversion.

Buyer persona and user persona: the difference

A buyer persona is a fictional representation of your ideal customer that focuses primarily on the purchase decision and motivations. A user persona focuses on the actual users of the product or service, with their behaviors, desires and user experience. Persona mapping brings these different personas together and shows how they relate to each other within the buying process. A persona is based on behavioral, demographic and psychographic data, which helps paint a realistic picture of the ideal customer. A persona also forms the basis for all marketing and sales communications with your customer.

Customer journey mapping and the importance of insight

With customer journey mapping, you map the entire customer journey, from awareness to purchase and loyalty. Persona mapping helps link this customer journey to the right personas, allowing you to better understand which interactions and channels are important at each stage. This ensures better alignment of your marketing and sales activities with the unique needs of your customers. Personas are used here to identify specific needs and frustrations of customer segments, which increases the effectiveness of the mapping.

Empathy mapping and creating an empathy map

Empathy mapping is a powerful technique used within persona mapping to visualize a customer’s emotions, thoughts, desires and pain points. An empathy map provides valuable information about how a persona sees and experiences the world, which is essential for developing effective communications and personalization. These insights allow you to develop customer-focused content and campaigns that truly connect with the target audience.

Persona creation is the next step in customer-centricity

The process of persona making begins with collecting data from various sources, such as interviews, surveys and qualitative research. This data is analyzed to get a good idea of the unique characteristics, behaviors and motivations of the target audience. Multiple personas are then created to represent the different customer segments. This is the next step to gain valuable insights and effectively optimize the customer journey. Setting up personas also prevents making assumptions and steering by gut feeling.

Key insights for effective communication and marketing

Persona mapping gives you important insights into the specific needs and wants of your target audience. This helps you deploy the right message through the right channels and thus make communication more effective. Moreover, it helps to improve the user experience and develop products and services that really match the customer’s expectations.

Reviews

Joep Gravemaker

Een bureau dat naar je luistert en alles tot in de puntjes voor je uitwerkt en vakwerk levert. Wij werken nu een paar maanden samen en het voelt alsof het altijd al zo geweest is!

Delano Sookha

The guys at OMA, Michael and Jasper, are a dedicated and hardworking team.

Merel de Deugd

Het samenwerken met Michael is heel prettig, persoonlijk maar ook heel professioneel. Michael heeft veel kennis van zaken, denkt met de klant mee en staat altijd 'aan'. Waardoor hij betrouwbaar is en je op hem kunt bouwen. Normaals dank voor de samenwerking en we zullen de 'vlokfeesten' missen.
Team PlanB Media (Bert, Liesbeth en Merel)