We all know that your buyer persona(s) should be the foundation of your entire Inbound Marketing strategy.
Clearly identifying and focusing your efforts around them will make your marketing much more effective.
While spreadsheet data will give you demographics, we ultimately want to identify psycho-graphics when we establish your buyer persona(s).
To do that you should interview your existing best buyers as well as some best buyers that you couldn't close. These interviews should be either face to face or by phone to make sure you can ask the most important buyer persona question, 'WHY?'.
The real value of buyer persona interviews comes out in the 'Why?' responses. We want understand what makes them tick and to do that we have to repeatedly ask and evaluate the response to WHY they do what they do.
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