Introduction to Building and Using Buyer Personas
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The document discusses the significance of buyer personas in understanding the decision-making process of potential customers. It highlights insights into key factors that influence buying decisions, including success factors, perceived barriers, and decision criteria. Additionally, it emphasizes the need for targeted messaging and alignment between sales and marketing efforts to effectively address buyers' needs.
Introduction to Building and Using Buyer Personas
- 1. 685 SPRING STREET, NO. 200 | FRIDAY HARBOR, WA 98250 | WWW.BUYERPERSONA.COM Buyer Personas Reveal Insight Adele Revella CEO & Founder
- 2. 2©2015 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Buyer personas reveal insights about how, when and why a buyer makes the decision you want to influence.
- 3. 3©2015 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED.
- 4. ©2015 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Five insights into a buying decision … Priority Initiative Who triggers the search and why Targeting and messaging for demand generation campaigns SO YOU CAN CHOOSEBUYERS TELL US Success Factors What outcomes buyers expect , in their own words The benefits you will emphasize to position your solution as an exact fit Perceived Barriers Why this buyer wouldn’t make this decision or choose you What you will say and do to overcome barriers to consideration or purchase Decision Criteria Which capabilities or attributes this buyer evaluates How you will give buyers the useful information that helps them decide Buyers Journey Which buyers are involved and how they weigh options to choose one How and when you will deliver your message and to which audiences
- 5. 5©2015 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. You will hear your buyer’s story Take me back to the day when you first started looking for a ________ solution. What happened? “ ,,
- 6. ©2015 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. The buyer’s first answer is the one you already know.
- 7. Listen to your buyer’s words … Of course it's easy to use. Everyone's saying theirs is easy to use. So It is a major criteria for me to see which one allows me to get to my goal before I have to consult help or call anybody. If it's easy to use, then I should be able to figure it out. “ ,, ©2015 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED.
- 8. 8©2015 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Choosing content strategy and message Core Message Strategy Filter / rank based on competitive differentiation + importance to buyers What buyers want to hear What you want to say Content Strategy
- 9. ©2015 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. After: Increase productivity with the security software that won’t slow you down, get in your way, or swallow up system resources. Before: . . . provides easy-to- use, enterprise-level protection that optimizes performance and system resources so small business can get up and running quickly. Persona-based messaging example
- 10. 10©2015 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Aligning your sales and marketing efforts What Buyers say about competitive strengths Who wants to meet and how to get that meeting How campaigns, sales tools target all of the above Positives to emphasize, objections to overcome
- 11. 11©2015 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. www.buyerpersona.com Free ebooks and blog Twitter @buyerpersona Facebook.com/buyerpersona Custom buyer persona studies Pre-recorded and private workshops