buyer vs user personas @ better software 2014
DESCRIPTION
Choose your users do not let them define you. Build your product strategy based on buyer personas, keywords definition and planning content. Set SMART goals, reach BIG results Credits Images Hubspot, DemandResult, https://www.flickr.com/photos/jasontravis/sets/72157603258446753/ http://giphy.com/TRANSCRIPT
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