When transitioning into the account-based marketing (ABM) mindset, one of the critical changes is thinking in terms of accounts instead of leads. You’re not just marketing and selling to whichever individual downloads your content or interacts with your website, you have to be thinking about the entire account -- the whole team of people on the other side involved in the eventual decision.
To be able to understand and wrap your head around the multiple people that you want to engage within a target account, it’s essential to think about personas. These are the types of key stakeholders that you expect to be involved in the deal.
To create great personas that will help both your marketing and sales teams be successful, you must understand how to do two things: 1) identify your multiple personas and 2) develop each of their profiles.