Buyer persona slides
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This document provides an overview of how to design and leverage buyer personas. It begins with introducing buyer personas and their importance in targeted marketing. It then discusses how personas are created through research and interviews. The document outlines how to present personas to organizations and provides an example of a complete persona profile. Finally, it discusses various business applications of personas, such as content creation, sales, services, and measuring customer lifetime value.
Buyer persona slides
- 1. presents Designing and Leveraging Buyer Personas SAM MALLIKARJUNAN @mallikarjunan
- 2. #inbound12 Sam Mallikarjunan Head of Experimental Marketing at HubSpot …we do the weird stuff @Mallikarjunan
- 3. A Brief Introduction to Buyer Personas How to Present Your Buyer Persona An Example of a Complete Buyer Persona 1 2 3 Table of Contents Business Applications of Personas4
- 5. What Are Buyer Personas? Buyer personas are fictional representations of your ideal customers. They are based on real data about customer demographics and online behavior, along with educated speculation about their personal histories, motivations, and concerns. ?
- 6. Why Are Buyer Personas So Key? The personalized and highly targeted capabilities provided by effective buyer personas are how you can be competitive with massive long-tail firms like Amazon.com. ?
- 7. How Are Buyer Personas Created? Buyer personas are created through research, surveys, and interviews of your target audience. That includes a mix of customers – both “good” and “bad” -- prospects, and those outside of your contact database who might align with your target audience. You’ll collect data that is both qualitative and quantitative to paint a picture of who your ideal customer is, what they value, and how your solution fits into their daily lives. ?
- 8. Exclusionary Personas Typically identified by the Sales or Services departments of a firm, Exclusionary Personas help us know what types of leads and customers make bad fits for our process or organization. We can use the same method of finding what content attracts them and avoiding it. ?
- 9. Two Types Of Persona Characteristics Buyer Personas are not an entirely new concept, but they’ve traditionally focused on demographic characteristics. Because Inbound marketing is fundamentally attraction based – and attraction is a psychographic characteristic – to effectively create content we need to define these characteristics as well. ?
- 10. How Do You Socialize A Buyer Persona? So you’ve done the research and conducted all the interviews … you’ve finally figured out who your buyer persona is. Congratulations! But how do you communicate that new understanding of your target customer with your entire organization? After all, if your sales and marketing teams don’t understand who they’re speaking to, it’s hard to craft a message that really resonates. ?
- 11. How to Present Your Buyer Persona2
- 12. Company ABC Buyer Persona Overview Month, Year Insert your company name, as well as the month and year in the gray text on this slide.
- 13. Persona Name BACKGROUND: • Basic details about persona’s role • Key information about the persona’s company • Relevant background info, like education or hobbies DEMOGRAPHICS: • Gender • Age Range • HH Income (Consider a spouse’s income, if relevant) • Urbanicity (Is your persona urban, suburban, or rural?) IDENTIFIERS: • Buzz words • Mannerisms You can find this information by administering online surveys of your target audience.
- 14. Persona Name GOALS: • Persona’s primary goal • Persona’s secondary goal CHALLENGES: • Primary challenge to persona’s success • Secondary challenge to persona’s success HOW WE HELP: • How you solve your persona’s challenges • How you help your persona achieve goals Conduct interviewswith your targetaudience to learnabout their goals andchallenges in moredetail.
- 15. Persona Name REAL QUOTES: • Include a few real quotes – taken during your interviews – that represent your persona well. This will make it easier for employees to relate to and understand your persona. COMMON OBJECTIONS: • Identify the most common objections your persona will raise during the sales process. Identifying common objections will help your sales team be better prepared during their conversations.
- 16. Persona Name MARKETING MESSAGING: • How should you describe your solution to your persona? • Do they respond differently to different messaging (humor, memes, aggressiveness, etc.) ELEVATOR PITCH: • Make describing your solution simple and consistent across everyone in your company. Establishing your messaging prepares your entireorganization toconvey the same message. Including a real photo from Creative Commons or iStockphoto helps everyone envision the same person.
- 17. An Example of a Complete Buyer Persona3
- 18. Sample Sally BACKGROUND: • Head of Human Resources • Worked at the same company for 10 years; worked her way up from HR Associate • Married with 2 children (10 and 8) DEMOGRAPHICS: • Skews female • Age 30-45 • Dual HH Income: $140,000 • Suburban IDENTIFIERS: • Calm demeanor • Probably has an assistant screening calls • Asks to receive collateral mailed/printed
- 19. Sample Sally GOALS: • Keep employees happy and turnover low • Support legal and finance teams CHALLENGES: • Getting everything done with a small staff • Rolling out changes to the entire company HOW WE HELP: • Make it easy to manage all employee data in one place • Integrate with legal and finance teams’ systems
- 20. Sample Sally REAL QUOTES: • “It’s been difficult getting company- wide adoption of new technologies in the past.” • “I don’t have time to train new employees on a million different databases and platforms.” • “I’ve had to deal with so many painful integrations with other departments’ databases and software.” COMMON OBJECTIONS: • I’m worried I’ll lose data transitioning to a new system. • I don’t want to have to train the entire company on how to use a new system.
- 21. Sample Sally MARKETING MESSAGING: • Integrated HR Database Management ELEVATOR PITCH: • We give you an intuitive database that integrates with your existing software and platforms, and lifetime training to help new employees get up to speed quickly.
- 23. Content Creation • Blog content • Non-‐transac8onal Conversion Offers • Website & Graphic Design • E-‐mail Copy & Design
- 24. Content Creation • Blog content • Non-‐transac8onal Conversion Offers • Website & Graphic Design • E-‐mail Copy & Design
- 25. Sales • Psychographic Characteris8cs help sales know how to approach individual leads: • How does this persona respond to aggressiveness? • What creates a sense of urgency for them? • What are the key pain points the solu8on addresses? • What’s the prospects level of sophis8ca8on?
- 26. Services • What’s the customer’s level of sophis8ca8on? • What are the primary features that aMracted the customer? • What organiza8onal or experien8al challenges might hinder implementa8on? • What unique use cases can be used to upsell or retain a customer? (DirecTV FTW)
- 27. Personas & Unit Economics • Since Personas are aligned across all elements of the business, you can iden8fy and define individual unit economics by persona. • This lets marke8ng and sales know which personas to pursue to drive the most Enterprise Value.
- 28. Personas & Customer LTV • The marke8ng equa8on doesn’t end with lead – or even customer – acquisi8on. • Persona characteris8cs can help iden8fy what messaging and offers an exis8ng customer will respond to that can increase their LTV.
- 29. Learn From Our Mistakes: • HubSpot’s ARG • MEME in E-‐mails Test • Ashley Overload
- 30. Let’s Make A Persona • Define Demographics • Define Psychographics • Name The Persona • Develop Backstory • *What’s Next?
- 31. Course Title Course Title INSTRUCTOR NAME
Editor's Notes
- #2: Why do I love eCommerce? If eComm was a country it’d rank 16th by GDP