Marketing Powerups

Adrienne Barnes' 4 R’s of Buyer Personas That Will Help Your Marketing Team Win More Business

Feb 24, 2023

31:04

Most buyer personas are useless. They often have a quirky name like “Mark the Marketer,” and some info like:

37 years old
Married for 8 years, 2 kids
A mid-level manager at a tech company

The problem with this? Mark isn’t real!

“It’s not based on solid data, customer-backed conversations, social listening, or user behavior.” says Adrienne Barnes, founder of Best Buyer Persona.

Adrienne is on a mission to help businesses create actionable, data-backed, and needle-moving buyer personas that win more business.

In this Marketing Powerups episode, you’ll learn:

What’s wrong with how most marketers create buyer personas
The 4 R’s to the best buyer persona
Adrienne’s advice to young marketers about building confidence

🏆 Free powerups cheatsheet

Download a free powerups cheatsheet you can fill in and apply Adrienne's best buyer persona template to your business right away. https://marketingpowerups.com/007

🎉 About Adrienne Barnes

Adrienne Barnes is the Principal Researcher and Founder of http://Bestbuyerpersona.com, founded in 2018 to help SaaS companies define their best buyers using the Jobs to be Done framework. And help companies push past growth stalls. She’s recently spoken at Harvard University and the Business of Software Conference.

💪 The sponsor

I want to thank the sponsor of this episode, 42/Agency.

When you're in scale-up mode, and you have KPIs to hit, the pressure is on to deliver demos and signups.

And it's a lot to handle: demand gen, email sequences, revenue ops, and more! That’s where 42/Agency, founded by my friend Kamil Rextin, can help you.

They’re a strategic partner that’s helped B2B SaaS companies like ProfitWell, Teamwork, Sprout Social and Hubdoc build a predictable revenue engine.

If you’re looking for performance experts and creatives to solve your marketing problems at a fraction of the cost of in-house, look no further.

Go to https://www.42agency.com/ to talk to a strategist to learn how you can build a high-efficiency revenue engine now.

🕰️ Timestamps and transcript

02:20 - The reasons why most buyer personas lead to bias
07:44 - Adrienne's process for creating useful buyer personas
11:32 - My number one recommended demand gen agency
12:43 - The 4 R's of useful buyer personas
17:20 - How many buyer personas should B2B companies have?
19:40 - A career powerup that's helped Adrienne transition from teaching to marketing
24:13 - What advice would Adrienne give her younger self?

✨ Useful links