In our June 2023 blog post, Unleashing Success: Ideal Client Profile for Lead Gen, Nurturing & MQL’s we talked about various types of data you can apply to a person. We expanded on demographic, psychographic and firmographic data.
The questions you ask for each of these and the answers you obtain will differ significantly. In the context of a preference and subscription centre, the types of questions you ask can go a long way towards helping you map responses to personas.
In turn, you’ll be better positioned to align your content strategy with personas. During this month’s episode, we revisited these three data types after I found a blog post from Hotjar/ContentSquare. You can read their blog post here: Psychographics and personas: how to get to the truth about why people buy is worth your time.
The blog post is geared more towards your colleagues in market research. However, they make some great points about how to ask questions. You will be asking questions via a form, and you want the responses to help you match a person to a persona.
Try this for your next Eloqua form…
Move beyond the basic profile questions. Ask questions that help you understand where a person is in their buyer journey. Avoid free-text responses like the plague. One effective alternative I’ve seen work well is to present statements and ask people to select the statement that best matches them.
