B2B Complexity at the Heart of Buyer Personas


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Because complexity never made anyone feel betterBecause complexity never made anyone feel better (Photo credit: Cea.)

B2B complexity is on the rise. The rise joined hand-in-hand with the rise of cloud computing, mobile technology, and enterprise collaboration platforms. New buying dynamics are flipping business-to-business interactions on its’ head.

Complexity is affecting businesses like never before. I was struck by the recent spate of articles in the Harvard Business Review Blog Network. Look at these two recent titles:

Shape Strategy With Simple Rules, Not Complex Frameworks

Want to Build Resilience? Kill the Complexity

Making complexity easily understood is at the heart of buyer personas. Complexity spreads like a spilled puddle of water. As new technologies are introduced, imagine the water of complexity spreading further. One of the goals of developing buyer personas is to gather data on the new complexities involved in buying and create understanding. Without this type of understanding, you could slip on the puddle of water we are calling complexity.

The single buyer is fading away. We must contend with new forms of committees, teams, and new entries into the buying mix. We have new entries into the buying mix coming from multiple internal and external sources. Altering forever our conventional thinking on how we think about buying.

Buying in B2B is becoming very complex. We have come full circle in a very strange way. User personas were first introduced in mid-1990’s to address the complex nature of designing products and software. We find ourselves more than a decade later in need of addressing complexity once again – this time aimed at B2B complexity.

Republished with author's permission from original post.

Tony Zambito
Tony is the founder and leading authority in buyer insights for B2B Marketing and Sales. In 2001, Tony founded the concept of "buyer persona" and established the first buyer persona development methodology. This innovation has helped leading companies gain a deeper understanding of their buyers resulting in revenue performance. Tony has empowered Fortune 100 organizations with operationalizing buyer personas to communicate deep buyer insights that tell the story of their buyer. He holds a B.S. in Business and an M.B.A. in Marketing Management.


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