What is an Ideal Viewer Persona? (IVP)

Contents

In the world of B2B SaaS webinars, understanding your audience is the key to success.

You are probably already familiar with the concept of Ideal Customer Profile (ICP).

The ideal viewer persona is similar to the ICP - but does not have to be equivalent to the ICP at all times, as you might want to influence other stakeholders with your webinars or video marketing.

Your Ideal Viewer Persona will not just decide type of webinar, but also your entire content strategy

Also, there will be other defining factors in your IVP vs ICP - more related to how the person likes to consume content, interact, communicate, etc.

Crafting an "Ideal Viewer Persona" is not just about putting a face to your audience; it's about going deep into the minds of potential clients. Tailoring your content to their needs - to solve their specific challenges, and answer their questions - and do it in a way they like and will be receptive to.

This guide will walk you through the why and how of creating viewer personas that resonate with your target audience, ensuring your webinars are not just seen be anyone - but are impactful and engaging to the people that matter.

1. Targeted Content Creation: Knowing your viewer persona allows for the creation of content that speaks directly to the interests and needs of your audience.

2. Increased Engagement: Personalized content is more likely to engage viewers, keeping them interested and active throughout your webinar. For example, attendees with extroverted personalities might appreciate one format, whereas introverts likes another format better.

3. Improved Conversion Rates: Tailoring your message to the right audience can lead to higher conversion rates, as your webinar CTA:s will resonate more with viewers who feel understood, valued, and where the message got across using the right format.

4. Efficient Marketing: Understanding your audience ensures that you're marketing your webinars to people who are most likely to benefit from and attend your event.

The audience might be abstract and difficult to focus on when creating content and deciding on type of webinar in interaction - instead targeting your IVP might help you to focus your efforts

1. Gather Data: Start with your existing customer base and use analytics tools to gather demographic and psychographic data. Previous registration lists, ICP work, and webinars can be really helpful here. Also, surveys and interviews can provide helpful insights into your audience's preferences and pain points.

2. Identify Common Characteristics: Look for patterns in the data that point to commonalities in job roles, industries, challenges, and goals. These patterns will form the basis of your viewer persona.

3. Define Goals and Challenges: Clearly articulate the goals your persona is trying to achieve and the challenges they face in their professional lives. This will guide the content of your webinars to help them solve this.

4. Personalize Your Persona: Give your persona a name, job title, and even a photo. This helps in visualizing your audience as real people with specific needs and preferences.

5. Tailor Your Content: Use your persona to guide the topics, tone, and delivery of your webinar content. Ensure your webinars address the goals and challenges identified in your persona.

6. Review and Refine: Your ideal viewer persona should evolve as your business and audience grow. Regularly review and update your personas to reflect changes in your market and customer base.

A mid-level tech interested marketer looking to streamline team workflows and automate.

Consumes content on Reddit, listens to industry podcasts, and occasionally reads some business newspapers.

Prefers detailed, technical presentations with case studies, but also engaging with in-depth questions in webinars.

Founder and Head of Growth at a small startup.

Keen on learning about tools to be more efficient and drive business growth.

Consumes content mainly through the LinkedIn feed, videos on Youtube, and hangs out at industry networking events.

Enjoys interactive sessions, with an open chat, and Q&A opportunities.

Decision-maker at a large corporation on the IT team.

Interested in security and compliance features of SaaS products. Values data-driven insights and industry benchmarks - no fluff.

Consumes content in research papers, niched newsletters, and forums.

Enjoys webinars on technical subjects, where he gets to influence the topics through initial questions and polls.

Creating an ideal viewer persona for your B2B SaaS webinars is an essential step in ensuring your content resonates with your audience. By understanding who your viewers are, what they care about, and how they consume content - you can design webinars that 1. attract, 2. engage, and 3. convert your ideal customers.