The value of using customer personas in your business

In the current market, your strategy will not guarantee you success without considering your customers. To align your business, people and processes, you have to understand how the market navigates their buying decision and influence them throughout that decision.

Customer personas are increasingly important as businesses try to keep up with the competition. As the market becomes more and more crowded, many competitors struggle to communicate their message, product, and brand to their customers. For your organisation to stand out, you need to engage with your market and target them accurately.

Here is what a customer persona can do to help you get your message heard across the chaos in the market:

A customer persona should be one of the foundations of your business:
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Customer personas represent your ideal customer; therefore, you must create them through deep analysis and research based on your customers’ pain points, objections, goals, and backgrounds.

By properly segmenting your market through different customer personas, you can provide value to your customers, intimately know who you are selling to, and speak in their language.

Customer personas reveal insights about your buyers’ decisions:

Actionable customer personas reveal insights on customer decisions and allow you to understand their needs and wants – their specific attitude, journey, concerns, decision-making process, etc.

It is not just a descriptive and one-dimensional image or profile of your market.

Simply profiling your customers is not enough, as it does not provide enough guidance. But when you have the right insights about what your customers think, you will be able to tap into the market in the right way, and with the correct messaging, you can add value, build loyalty and grow a relationship with them that your competitors will not be able to match.

Customer personas help create alignment across the organisation:

Having clear customer personas also provides value for your business in the long term, allowing you to attract new customers and retain the old ones – knowing who to target, how to communicate with them, and providing them what they need will allow you to target your customers appropriately. It creates a clear focus across your teams and drives consistent and collaborative decisions between product, marketing, sales and operations that will enable you to drive revenue in your organisation.

When you have customer personas, you will be able to frame how your organisation can help your customers – the problems and challenges that you solve. You will deliver consistent and effective messaging to your target market and existing customers. Simply put, customer personas help you become centred on the needs of your customers.

The secret of hyper-growth companies is they have a clear customer persona that is not just stacked in a bin or hidden in a Cloud folder. They use them and have them embedded as a vital part of their organisations DNA. They share, create visibility and discuss them with their teams continuously and regularly review and evolve the personas as the market changes through time.

Overall, the key to hyper-growth is to ACTUALLY use what you have created – to work effectively and drive revenue for your business. It starts with knowing your customers and understanding how they navigate their journey. After all, to provide the best value to your customers, you need to be a good listener first.

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The value of using customer personas in your business
What comes next?

It is essential to segment your audience and have a clearer view of who your market is and how you can target them for your strategies and campaign. You can do this by creating customer personas.

But the question is, how do you start creating them?

Here at Ellivate, we can help you identify and develop your customer personas and embed them into your organisation to drive results and scale-up. We believe that having a defined set of customer personas is just as important as having a strategy. These are essential to achieve a holistic view of growth and drive revenue.

We have included a fact sheet that you can download and use to help you with crafting your personas. If this has struck an interest with you, you can also book a one-to-one coaching session for us to discuss how to scale your business for the long term here.

If you want to know more about how we can help you achieve success, visit our website at

About Ellivate

Ellivate is the expert partner helping organisations and their go-to-market team’s scale.

Our powerhouse team of industry experts – with a combined 60 years of experience across the fintech, corporate and technology spaces – will work alongside your business to achieve your goals.

We have a shared passion for working with businesses to achieve rapid growth and apply an authentic, human layer of expertise that addresses the real challenges and concerns at the heart of your business.

We will work alongside you as a trusted and expert partner. We get in the trenches and ensure every solution is embedded within your business.

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