buyer personas: 6 steps to creating buyer personas
DESCRIPTION
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!TRANSCRIPT
BUYER PERSONAS:!6 Steps to Creating!
Buyer Personas!
Joy Martinez, MBA!
!Objective!
• Learn what buyer personas are, why buyer personas are important, and how to create a buyer persona.!
!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!
!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!
Buyer Personas bring more of a human
touch to marketing.!
How to Create Buyer Personas
1. Customer Attribute Identification!2. Data Collection!
3. Segmentation!4. Persona Creation!5. Content & Messaging!
6. Execution & Adjustments!
• 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
! ! !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!
2
! ! !Segmentation!
• Identify patterns and trends of potential customers!
• Segment the data accordingly!
3
! ! !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!
4
! ! !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!
5
! ! !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!
6
!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!
TEMPLATE!
PERSONA NAME: !
Background!• !• !• !• !
Identifiers!• !• !• !!Goals!• !• !• !!Challenges!• !• !• !
Quotes!• !!• !
• !
Messaging!1. !!2. !!3. !
Objections!• !!• !
• !
Elevator Pitch!1. !!2. !!3. !
MARKETING & SALES
PERSONA NAME: !