9. Effective Buyer Personas with Naomi Soman (Storylogick Consulting)

Joining our host Jeremy Balius to discuss all things buyer personas is Naomi Soman, Founder of Storylogick Consulting.

Summary

In this conversation, Naomi Soman discusses the importance of redefining buyer personas in the marketing world. She emphasizes the need to move away from the traditional approach of creating detailed profiles based on demographics and instead focus on understanding the problems, goals, and dreams of the target audience. Naomi suggests using recorded sales calls and customer conversations to gather insights and create more effective buyer personas. She also highlights the value of mirroring the language of customers in marketing copy and tailoring messaging to different stages of the buyer's journey. Additionally, Naomi discusses the significance of disqualifying irrelevant leads and the power of storytelling in making buyer personas relatable and memorable.

Key Takeaways

• Redefine buyer personas by focusing on understanding the problems, goals, and dreams of the target audience.
• Use recorded sales calls and customer conversations to gather insights and create more effective buyer personas.
• Mirror the language of customers in marketing copy to make it more relatable and increase conversions.
• Tailor messaging to different stages of the buyer's journey to provide the right message at the right time.
• Consider disqualifying irrelevant leads to focus on high-quality prospects.
• Utilize storytelling to make buyer personas more memorable and relatable.

About Naomi Soman

Naomi Soman has worked in several hyper-growth startups in Tel Aviv, including both scrappy series A companies and even a powerful unicorn. She focuses on crafting messaging and writing copy for performance marketing teams to consistently improve conversion rates and bring in higher-quality leads.  From social ads to massive ABM-driven lead-generation campaigns, Naomi knows how to strategically tell a story to get users to click. By investing heavily in qualitative and quantitative customer research, mastering communication fundamentals, and mercilessly analyzing and optimizing results, she helps SaaS startups get the most out of every dollar they spend on digital marketing.

Connect with Naomi on LinkedIn https://www.linkedin.com/in/naomi-soman/ 

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B2B Tech Marketing Talks is a podcast bringing you insightful conversations with leading marketing and channel leaders about B2B tech marketing. Our goal is to provide you with valuable insights, fresh perspectives and practical advice from experienced marketing leaders who have successfully navigated the challenges you face daily as a B2B tech marketer.

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