Most leaders of successful B2B tech companies wake up in the morning thinking about buyer personas. The reality is that you can't sell your brand if you don't know who you're selling it to. This is why creating a buyer persona is one of the first steps startup marketers in the tech world need to take. How serious is the need for using a buyer persona? It could make the different between breaking into the market successfully or fading into oblivion. 

Tech startups don't have a lot of room for miscalculating buyer behaviors. Here's what you need to know to be able to anticipate, identify and satisfy changing buyer behaviors for the sake of creating an effective marketing strategy.

The buyer you engage with today won't be the buyer you engage with tomorrow. The reality is that the fast-paced, whirlwind nature of the tech landscape means that the needs of buyers are changing at a rapid pace. What are some of the things that can drive the fickle natures of buyers? Most people are influenced by two factors:

• Rising expectations
• Mobile obsessions

The reality is that a B2B company needs to be able to rise to the challenge when the expectations of buyers change. The goal should be to meet demands without shattering the core of what you offer. This can often be achieved by tweaking the way you deliver a product or engage with buyers instead of actually overhauling your product completely. Survival in the competitive B2B marketplace all comes down to creating a buyer-led marketing strategy.

Are you basing your tech startup's marketing plan on assumptions or data? Not validating your assumptions can do serious damage to your ability to successfully launch your brand.

A wrong assumption can be toxic for any marketing strategy. There simply isn't any room for false assumptions when you need to measure every move and account for every dollar while managing your startup's marketing strategy. Boldly assuming that you already know what your customers need and how to deliver it to them can prove to be a fatal mistake.

Never Assume What The Customer Wants

Every business would be successful if knowing what customers want was as easy as making a few assumptions without doing research. The reality is that you have to look deep beneath common perceptions and conventional wisdom if you want to build a successful brand.

A sales team is a valuable resource for creating a marketing plan. Information collected from sales data can help a B2B company build a solid buyer persona that can be used to add value to relevant services.

If you lead a B2B company, you might not realize that your past sales are actually the best resources for putting together a future marketing plan. In fact, your sales team might be the most underutilized research resource you have at your disposal. Who else spends more time interacting directly with customers and prospects than your sales reps? This means that each member of your sales team is like a walking, talking information-gathering machine. Taking time to pick the brains of your sales team members could help you to gain key insights that will inspire better decisions and a crisper marketing plan.