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1. Lifetime value
When you add customer worth to your buyer personas, you’ll be selling them short if you neglect LTV. After all, a customer who buys a Ferrari on a $0 down payment promotion is worth a lot more than $0!
2. Cost per acquisition
In my experience, to make a reasonable profit with a buyer persona, the LTV for a given persona needs to be at least four or five times larger than their CPA. If it costs more than 25 percent of your LTV to close a buyer persona, something in your marketing needs to change.
3. Buyer scarcity
Knowing how many potential customers you have within each persona will help you decide how much you can spend marketing to them and still expect a return on your investment.
You're B2B. You know your audience. You can identify your buyers. Stop guessing and get personal.
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