buyer personas: 6 steps to creating buyer personas

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BUYER PERSONAS: 6 Steps to Creating Buyer Personas Joy Martinez, MBA

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6 Steps to Creating Buyer Personas: Learn what buyer personas are, why buyer personas are important, and how to create a buyer persona. Includes a buyer persona template!

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Page 1: Buyer Personas: 6 Steps to Creating Buyer Personas

BUYER PERSONAS:!6 Steps to Creating!

Buyer Personas!

Joy Martinez, MBA!

Page 2: Buyer Personas: 6 Steps to Creating Buyer Personas

!Objective!

•  Learn what buyer personas are, why buyer personas are important, and how to create a buyer persona.!

Page 3: Buyer Personas: 6 Steps to Creating Buyer Personas

!What Are Buyer Personas?!

•  Fictional, generalized representations of an ideal customer!

•  Based on market research & insights – real data, behaviors, and demographics learned through surveys, interviews, and data collection!

•  Depending on the business, an organization may have one or two, or many, personas!

Page 4: Buyer Personas: 6 Steps to Creating Buyer Personas

!Why Use Buyer Personas?!

•  Help understand customers and prospective customers better!

•  Map out and create highly targeted content!•  Personalize or target marketing for different segments;

brings focus to marketing campaigns!•  Segment out the “bad apples” (negative personas) =

which can help achieve a lower cost-per-lead (CPL), a lower cost-per-customer (CPC), & higher sales productivity!

•  Gives you the ability to send the right content to the right person at the right time!

Page 5: Buyer Personas: 6 Steps to Creating Buyer Personas

Buyer Personas bring more of a human

touch to marketing.!

Page 6: Buyer Personas: 6 Steps to Creating Buyer Personas

How to Create Buyer Personas

1.  Customer Attribute Identification!2.  Data Collection!

3.  Segmentation!4.  Persona Creation!5.  Content & Messaging!

6.  Execution & Adjustments!

Page 7: Buyer Personas: 6 Steps to Creating Buyer Personas

•  2 types of customers: those you want to do business with and those you don’t!

•  Look at your own customer database – identify trends in how your leads/customers find & consume content!

•  Interview Sales, Business Development, and Customer Service departments!

•  Write down attributes of your ideal customer!–  What they care about!–  What are their goals!–  What are their behaviors!

! ! !Customer Attribute Identification!1

Page 8: Buyer Personas: 6 Steps to Creating Buyer Personas

! ! !Data Collection!

•  Collect data on your ideal customer!–  Demographic (Gender; Job Title; Job Role; Geographic

Region)!–  Firmographic (Annual Revenue; Company Size; Industry)!

–  Behavioral (What type of content are they interested in; What products or services did they buy; What challenge or pain point are they looking to overcome or solve)!

•  Reference CRM & Marketing Automation system!

•  Use OneSource, Data.com, Hoovers, D&B, etc!

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Page 9: Buyer Personas: 6 Steps to Creating Buyer Personas

! ! !Segmentation!

•  Identify patterns and trends of potential customers!

•  Segment the data accordingly!

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Page 10: Buyer Personas: 6 Steps to Creating Buyer Personas

! ! !Persona Creation!

•  Depending on the company, how many products/services offered will determine the # of personas!

•  Create a profile for each persona that includes key data points!–  Demographics, Identifiers, Goals, Challenges, Quotes,

Objections (Add in Marketing Message & Elevator Pitch)!

•  Name the persona and use that name throughout your marketing plan!

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Page 11: Buyer Personas: 6 Steps to Creating Buyer Personas

! ! !Content & Messaging!

•  Develop content topics and messaging for each persona profile!

•  Determine appropriate content types for each persona throughout the sales/buying cycle!

•  Create elevator pitch!

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Page 12: Buyer Personas: 6 Steps to Creating Buyer Personas

! ! !Execution & Adjustments!

•  Roll out the buyer personas!–  Align with the customer buying cycle!–  Address the pain points & motivation to purchase in a

logical order that aligns with buying cycle!•  Make adjustments to existing personas, or

create/delete personas, as necessary!–  New product/services, retired product/services,

industry changes!

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Page 13: Buyer Personas: 6 Steps to Creating Buyer Personas

!Summary!

•  WHAT: Fictional, generalized representations of an ideal customer based on research & insights!

•  WHY: Map out and create highly targeted content in order to better personalize marketing!

•  HOW: 6 Steps to Create Buyer Personas:!1.  Customer Attribute Identification!2.  Data Collection!3.  Segmentation!4.  Persona Creation!5.  Content & Messaging!6.  Execution & Adjustments!

Page 14: Buyer Personas: 6 Steps to Creating Buyer Personas

TEMPLATE!

Page 15: Buyer Personas: 6 Steps to Creating Buyer Personas

PERSONA NAME: !

Background!•  !•  !•  !•  !

Identifiers!•  !•  !•  !!Goals!•  !•  !•  !!Challenges!•  !•  !•  !

Page 16: Buyer Personas: 6 Steps to Creating Buyer Personas

Quotes!•  !!•  !

•  !

Messaging!1.  !!2.  !!3.  !

Objections!•  !!•  !

•  !

Elevator Pitch!1.  !!2.  !!3.  !

MARKETING & SALES

PERSONA NAME: !