By segmenting customers into buyer personas and observing them at different stages in the customer journey, you can gain insight into what motives and priorities influence customers during the buying process, as well as the decision-making methods they employ.
Understanding customer behavior allows marketers and salespeople to personalize marketing messaging and content to better appeal to audience segments and encourage customer engagement.
In doing so, your business’s marketing and sales representatives can begin to identify customer preferences to further tailor sales and marketing efforts.