This might seem like an obvious question until you dive deeper. For one thing, the primary user of your product or service isn’t always the person doing the research on the purchase. You might be selling engine components to a car manufacturer and assume you’re trying to reach design engineers, for instance, but that might not be the case. The design engineer will certainly set the specifications, but he or she might then look to a purchasing manager to research products that fit that criteria.

A design engineer may not care about cost or delivery, while a purchasing manager is primarily concerned with finding the best value and ensuring stability in the supply chain. That purchasing manager is also likely to be influenced by other decision-makers.

Taking the time to research your buyer personas’ by interviewing current customers, ideal prospects and even a few prospects who didn’t buy can help you to clarify who is most often visiting your website and what they need.