buyer vs user personas @ better software 2014
Post on 01-Jul-2015
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BUYER VS USER PERSONAS
Bettersoftware 2014 @j8matteo
THIS IS MY PERSONA
Bettersoftware 2014 @j8matteo
Name: Matteo Guidotto Location: Verona Gender: Male Age: 27 Occupation: PM & Ux Developer
www.fevr.it
MY FIRST TIME
Bettersoftware 2014 @j8matteo
MY FIRST USER PERSONAS
Bettersoftware 2014 @j8matteo
Bettersoftware 2014 @j8matteo
Bettersoftware 2014 @j8matteo
«I DON’T MIND ABOUT HIM»
Bettersoftware 2014 @j8matteo
Bettersoftware 2014 @j8matteo
WHO’S A BUYER? WHO’S A USER?
Bettersoftware 2014 @j8matteo
WHO’S A BUYER? WHO’S A USER? BUYER IS THE CUSTOMER THAT I WANT
Bettersoftware 2014 @j8matteo
WHO’S A BUYER? WHO’S A USER? BUYER IS THE CUSTOMER THAT I WANT USER IS ANYONE THAT USE MY PRODUCT
Bettersoftware 2014 @j8matteo
SO SHOULD I SPENT PAPER, PENS, WIREFRAME, INTERVIEWS, PROTOTYPES, A/B TESTS, MONEY, HOURS, SKETCH, SOFTWARE, COMMITMENT, BREATH, COFFEE, CIGARETTES, ALCOOL, PILLS…
Bettersoftware 2014 @j8matteo
…FOR BUILDING A USER EXPERIENCE FOR A USER THAT DOESN’T REACH MY BUSINESS GOALS?
Bettersoftware 2014 @j8matteo
USERS SHOULDN’T DEFINE MY PRODUCT
I CHOOSE MY AUDIENCE
I BUILD MY PRODUCT
Bettersoftware 2014 @j8matteo
I SHOULD BRING TO ME VALUABLE USER
NOT EVERYONE
Bettersoftware 2014 @j8matteo
CREATING MY
BUYER EXPERIENCE
Bettersoftware 2014 @j8matteo
STRESS USERS
Bettersoftware 2014 @j8matteo
STRESS USERS NATURAL SELECTION
Bettersoftware 2014 @j8matteo
STRESS USERS NATURAL SELECTION REVERSED PARADIGM
Bettersoftware 2014 @j8matteo
STRESS USERS NATURAL SELECTION REVERSED PARADIGM DETOXIFY FROM USERS
Bettersoftware 2014 @j8matteo
HOW?
Bettersoftware 2014 @j8matteo
CONTENT IS KING
Bettersoftware 2014 @j8matteo
Bettersoftware 2014 @j8matteo
THE RIGHT CONTENT IN RIGHT TIME IN RIGHT PLACE BECOMES HELPFUL NOT ORDINARY
Bettersoftware 2014 @j8matteo
THE APPROACH
Bettersoftware 2014 @j8matteo
ATTRACT
Bettersoftware 2014 @j8matteo
CONVERT
Bettersoftware 2014 @j8matteo
CLOSE
Bettersoftware 2014 @j8matteo
DELIGHT
SALES FUNNEL
Bettersoftware 2014 @j8matteo
Bettersoftware 2014 @j8matteo
3 LEVEL OF ENGAGEMENT
Bettersoftware 2014 @j8matteo
LEAD NURTRING FEED YOUR POTENTIAL CLIENTS INCREASE RELATIONSHIP
Bettersoftware 2014 @j8matteo
Bettersoftware 2014 @j8matteo
REAL CASE – BLOG
IDENTIFY AUDIENCE WITH SALES AUDIT
Bettersoftware 2014 @j8matteo
REAL CASE – BLOG
DEFINE BUYER PERSONAS
Bettersoftware 2014 @j8matteo
REAL CASE – BLOG
SET SMART GOALS
Bettersoftware 2014 @j8matteo
REAL CASE – BLOG
SPECIFIC GOALS
BE SURE SET REAL NUMBERS TO REACH
Bettersoftware 2014 @j8matteo
REAL CASE – BLOG
MEASURABLE GOALS
BE SURE YOU CAN TRACK
Bettersoftware 2014 @j8matteo
REAL CASE – BLOG
ATTAINABLE GOALS
BE SURE IS REALISTIC
Bettersoftware 2014 @j8matteo
REAL CASE – BLOG
RELEVANT GOALS
BE SURE IT MATTERS
Bettersoftware 2014 @j8matteo
REAL CASE – BLOG
TIMEBOUND GOALS
BE SURE TO SET A DEADLINE
Bettersoftware 2014 @j8matteo
REAL CASE – BLOG
DEVELOP EDITORIAL PLAN
Bettersoftware 2014 @j8matteo
REAL CASE – BLOG
Giorno Competenza KW Buyer Persona
Content Manager
Step 1 - Argomento/tema Step 1 - CTA Step 2 - Argomento/tema
Step 2 - CTA
01/01/2014 Social network Facebook, Google
plus Giuseppe Al ice
I l nuovo algoritmo di visualizzazione delle pagine di facebook
Scarica il whitepaper La mia pagina non viene vista da nessuno
Vuoi più l ike alla tua pagina facebook?
01/02/2014 eCommerce Anal isi strategica
e-Commerce
Alberto El i sa I 10 punti da monitorare di
un eCommerce
Scopri come migliorare
i l tuo e-Commerce
Perchè un eCommerce
non genera conversioni
Scopri 10 errori che potresti
fare nel tuo e-Commerce
Bettersoftware 2014 @j8matteo
REAL CASE – BLOG
LEAD COLLECTION:
Bettersoftware 2014 @j8matteo
REAL CASE – BLOG
LEAD COLLECTION: - SAAS like HUBSPOT, OPTIFY, INFUSION
- CUSTOM STACK - CUSTOM SOFTWARE
Bettersoftware 2014 @j8matteo
REAL CASE – BLOG
OK! NOW YOU CAN WIREFRAME
Bettersoftware 2014 @j8matteo
PRODUCT STRATEGY
ICEBERG
Bettersoftware 2014 @j8matteo
PRODUCT STRATEGY
ICEBERG
REMEMBER WHEN YOU APPROACH THAT ICEBERG
Bettersoftware 2014 @j8matteo
REMEMBER WHEN YOU APPROACH THAT ICEBERG
FIND BUYER PERSONAS
Bettersoftware 2014 @j8matteo
REMEMBER WHEN YOU APPROACH THAT ICEBERG
MAP THE CONTENT
Bettersoftware 2014 @j8matteo
REMEMBER WHEN YOU APPROACH THAT ICEBERG
FEED YOUR LEADS
Bettersoftware 2014 @j8matteo
REMEMBER WHEN YOU APPROACH THAT ICEBERG
BUT NEVER NEVER NEVER
Bettersoftware 2014 @j8matteo
DO AS LEO
OR YOU’LL NEVER WIN AN OSCAR
Bettersoftware 2014 @j8matteo
ONE MORE THING…
Bettersoftware 2014 @j8matteo
Thank You!
Bettersoftware 2014 @j8matteo
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