We recently discussed steps to increase and optimize a site’s ability to generate leads. We looked at suspect, prospect, and lead customers, as well as different tactics to persuade visitors in all stages of the buying process.

What if your company has a complex business-to-business (B2B) product offering? And what if specific customer needs, budgets, and personalities drastically differ? Simply accounting for a visitor’s buying-cycle stage doesn’t suffice.

We suggest using personas to help manage a complex sales process, an array of product service offerings, or both. There’s no better illustration of this than our own newly crafted personas. They’re the ones we’ll use for our company’s upcoming site redesign.

A Little Background

Our firm offers an array of services and deliverables, including content, training, copywriting, one-time conversion assessments, redesign services, and long-term consulting relationships. We also offer licensing options, allowing larger companies to employ our software and methodology using in-house teams to do the work.

Our clients range from small up-and-coming startups to multimillion dollar companies. We take on some short-term clients and offer some aspects of our methodology ô la carte.

Continue reading my column at ClickZ…