Accurate targeting with buyer personas

Marketing is becoming more and more digital, human and individual. Targeting is becoming more and more effective and relevant. The challenge: Target group demographics are no longer sufficient for an optimal approach to potential customers.. Buyer personas are the right way to create the necessary conditions for a successful content and communication strategy.

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Eigenland Workshop Methode

What is a Buyer Persona and why does it help you with marketing and sales?

Questions about questions - and we have the answers: The success of your sales process depends to a large extent on whether you pick up your target groups perfectly in terms of content, timing, channel and tonality. It is absolutely essential to know the mindset, goals and decision criteria of the target group during the customer journey in order to be able to address them in a targeted manner. This enables you to put yourself in the situation of your (potential) customers in the best possible way. This is exactly what you achieve when valuable buyer personas are created from your target groups.

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Short and sweet. 5 reasons why you should include personas in your decisions from now on:


They will show you who is best to approach.


They will help you find the optimal messaging.


They show you the problems, barriers, and challenges your buyers have.


They are the foundation of your customer journey.


They provide important clues for the development of your products or services.

Persona Entwicklung

What is a persona?

You know how important it is to know your target group. Companies and agencies have been trying to get closer to the buyer for decades. To do this, they use demographic data, sinus mileus, purchasing motivation, trends as well as brand awareness studies and much more.

With the Buyer Persona you get a lot closer to your goal: Because with personas, the focus is on the people who have the most influence on the buying process and make the buying decision. These are very different people, but we look at the characteristics and needs that unite all these people.

To summarize, in one sentence: The Buyer Persona illustrates the „typical“ customer(s) at the time of the buying process and gives them a face.

What are the concrete advantages of buyer personas for you?

Let's imagine the approach to your target groups as a process that ranges from general market segmentation to the collection of demographic data to the buyer persona (see graphic). The level of detail increases with each step. The more you learn about the target person's desires and preferences, but also about specific goals and problems, the better you can communicate with them.

What's more: On the "journey" from prospect to customer, you can use it to provide your customers with the relevant information on the right channels and address "pain points". This applies in sales and consultation meetings as well as in brochures, product descriptions, blogposts, videos, or emails.

Of course, this also means that we can serve different personas with different content: It may be that today different aspects of a product are prepared individually for personas in different media, where in the past a product brochure was supposed to "pick up" all target groups equally. The distribution of the available information to the right target person at the right time is a guarantee for success today.

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Insight: How does TMC create personas with you?

Our process for persona development is quickly explained: We combine generally available data from studies and statistics with results from individual workshops with our customers as well as interviews and surveys with end customers. This results in valuable insights into the buying decision. More than that: Where previously different demographic information, positions and job titles still separated your target groups, completely new profiles based on common decision paths often emerge.

By the way, we are certified!

With her Buyer Persona Institute, Adele Revella is one of the pioneers in the field of persona creation. With the certification courses on various special topics, the institute fulfills the customer's need for a quality criterion when it comes to selecting service providers. Therefore, the certification as "Subject Matter Expert" is an important milestone for our work.

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Buyer Persona Institute

Get in touch!

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Are you curious about persona development? Would you like to learn more about our persona development? Or you have already created personas and would like to get our expertise? Then we are the right partner for you! We leave nothing to chance and look forward to accompanying the success of your company in the long term.

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Integrated expertise in consulting, creativity and technology as well as data and event management


marketing concepts

We advise companies over the long term. We focus on people and markets to develop individual marketing concepts — inspired by data, measurable and pertinent for all relevant channels. Our consulting approach produces unique brand personalities and convincing, creative communication strategies. Our motto? Success requires groundwork. We conduct analyses and workshops to get to know and understand the target groups and markets of our customers.

  • Marketing consulting
  • Workshops & lectures
  • Campaigns & activation
  • Brand identity
  • Business & customer intelligence

content production

Our creative work guarantees analytical depth based on solid values. Our attention to detail helps us reach people through compelling brand experiences. We rely on unique messages and real stories — stories that we bring to life through such production methods as photo and video shoots. Packaged in a bespoke design, guided by a creative central idea and with an eye on the relevant target group, we create professional, high-quality content productions for all relevant channels.

  • Copywriting
  • Visual design
  • Motion design
  • Media production

web technologies

We use our expertise in technology to create individual touchpoints, spotlight brands in digital environments and continuously develop visibility through immersive and reactive web experiences. This is achieved by leveraging intelligent solutions that streamline marketing and sales processes and reduce the long-term workload. To do this, we use the right tools, the appropriate mindset, innovative processes and holistic and individual strategies geared to performance, agility and security.

  • DevOps
  • Web XR
  • Corporate websites
  • Web animation
  • Platforms
  • E-commerce
  • Process solutions

marketing management

Good-by gut feeling. We use valid data to identify trends and gain valuable insights for interacting with the target group at every point along the customer journey — both digital and analog. We rely on an integrated, performance-oriented approach and combine data analytics with creative campaigning. The result: communications strategies that cut across media and personalized brand experiences that work.

  • Paid media
  • Data analytics
  • Social media
  • Content marketing
  • Search engine optimization (SEO)
  • CRM-based marketing

live experiences

We create live and lasting brand experiences — digital, real and hybrid. With your eyes firmly fixed on creative and compelling formats appropriate for the target group, we stage in-person events, deliver unique moments and create lasting memories. We provide support in all phases of event planning and implementation. This starts with conception and coordination, continues through participant experiences and embraces holistic support of live and studio productions of formats similar to TV.

  • Corporate events
  • Hybrid solutions
  • Live streaming
  • Event services
Buyer Persona Institute
Deutscher Marketing Verband
German UPA
Google Partner
HubSpot Provider
German Brand Award 2022

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