The 7 benefits of quantitative data-driven personas

Our experience shows that many companies create their buyer personas without doing any quantitative research. Personas rooted in facts and figures provide fact-based marketing strategies and activation plans. Why should you want quantitative data-driven personas?

It leads to these 7 benefits:

1. Higher returns (124%) (MarketingSherpa, 2013)

A quantitative data-driven persona helps you engage with your target audience more effectively and personally. For example, you might use Instagram for one persona while the other is more likely to be on LinkedIn. One can be more easily won over with campaigns while the other stays committed to your brand because of loyalty points. One way or the other, delving deeper into your buyer persona also ensures that you will be better able to appeal to your persona. This results in more purchases and ultimately higher returns.

2. Websites become 2-5x more effective with targeted online marketing activities (Hubspot 2019)

It’s a familiar story. One chef gets fired up about new products because he’s on top of all the latest food trends, while the other is obsessed with convenience products because he can serve even more customers in the same amount of time. Appealing to these two personas with different messages will make your website 2 to 5 times more effective.

3. Personalised emails lead to 10% more conversions and 4% more click-throughs

Hate bulk emails, too?  Emails by the hundreds. Personally, I just delete them straight away. Those very special offers designed for absolutely everyone make me feel anything but special. A targeted email on the other hand, offering a great discount geared towards my interests is much more thoughtful to me. I’m definitely more tempted to take advantage of the discount then. That’s also how it works for most food professionals. And it has been proven that personalised emails lead to 10% more conversions.

4. Increasing online leads

Although a lead is not a sale yet, it’s certainly a great first step in the sales funnel. The more leads the better. Marketing campaigns are sure to generate more leads the minute you can dedicate them to a specific persona. We have helped several clients get more leads this way.

5. More sales

And that ultimately leads to more sales. It’s also much easier for the sales team to sell if they know exactly what approaches they can take with whom. By taking a more targeted approach to sales (and marketing), you can also get a lot more out of it.

6. 4 x more ROI. (Forrester, 2014)

Why isn’t every organisation working with quantitative data-driven personas yet? Because it requires an investment. And that investment won’t be recouped right away. But the fact that you will recoup the investment is a given. You will even earn it back up to four fold.

7. The perfect start for data-driven marketing

When you create data-driven personas, they offer the perfect starting point for data-driven marketing. They allow you to target online marketing campaigns more effectively to a persona. You can then also align your systems with these profiles, mapping how the persona moves through the customer journey as well as the results of your campaigns.

Get started!

Want to get started with your own quantitative data-driven personas? We at GROUP7 have developed a lot of personas by this point. We can safely call ourselves experts. We are happy to help you with your journey, make an appointment, and discuss what your needs are.

Our persona approach is thorough and systematic. Want to get started on your own? With our method, you can create a quantitative data-driven persona in 3 simple steps. Be sure to download our method and approach to creating data-driven personas. The white paper not only gives you practical tools, but also a fully developed persona in our persona template.