Akoonu Research Reveals Research on Buyer Personas and Buyer's Journey Maps

Nov 19, 2015


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Akoonu, Inc., a marketing strategy platform, released the results of a survey of 100 B2B marketers on buyer personas and buyer's journey maps, including how they impact audience understanding and content marketing. The research compares the responses of marketers who have built personas and journey maps versus those who have not, and pinpoints challenges to using them organizationally. 

According to the survey, 82% of respondents who have built buyer personas and buyer's journey maps said that their personas and journey maps give them in-depth insights to guide their creation of quality content. Most respondents who have built buyer personas and journey maps (91%) agreed that their organization has an in-depth understanding of their buying audience, such as their goals, fears, challenges, and buying roles, compared to just 50% of those who have not built buyer personas and buyer's journey maps.

In addition, 96% of respondents said that personas and journey maps have helped their organization, such as increasing content quality and speed of content creation, while just 4% said they haven't seen benefits. Four times the number of respondents who have built buyer personas and journey maps versus those who have not said they are very confident that the majority of their organization's content is aligned to the needs and interests of their target buying audiences for each stage of their buying journey. Nearly half of respondents said challenges to getting their personas and journey maps used organizationally is their inability to easily share them, or that many within the organization don't even know they exist.

Nearly 90% of respondents said that a deep understanding of their buying audience is critical to creating content that engages their buyers. Respondents were asked what activities they engage in to better understand their buying audience for content creation (respondents could choose more than one option):

  • 48% said build buyer's journey maps
  • 47% said interview customers
  • 47% said interview Sales
  • 42% said build buyer personas
  • 33% said interview internal subject matter experts
  • 32% said read trade publications
  • 27% said interview Client Services
  • 28% said attend events like webinars and trade shows
  • 26% said read analyst reports

(akoonu.com)