Different customers shop for products and services in different ways—even when they're looking for the same thing. And that's why your lead-generation efforts should address various buyer personas. "A buyer persona [represents a] distinct group potential customers, an archetypal person whom you want your marketing to reach," writes David Meerman Scott at Web Ink Now.

He spoke with MaryAnne Sinville, vice-president of marketing at Attiva, about personas that need similar products or services but have dissimilar priorities. Her company has, for instance, identified two key personas.

Business champions want:

• New revenue sources
• Better customer relationships
• Regulatory compliance
• Competitive advantage
• Controlling costs

CIOs and technologists want:

• Reliability
• Security
• Performance
• Scale
• Ease of integration

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