how to create marketing personas

7/30/2019 How to Create Marketing Personas

1/55

We will be starting at 2pm EST.Please select your choice of audio:

telephone or computer on yourGotoWebinar console.

Use the Question Pane in the GoToWebinar Console

to Ask Questions!

Join the

conversation onTwitter:

#InboundLearning


2/55

11Thur.7/26

Ellie Mirman

Mark Kilens

http://learning.hubspot.com/register

2pmEST

How to Most

Effectively UseYour Marketing

Personas


3/55

How to Create & Use Marketing Personas7/19

7/26 How to most effectively use your marketingpersonas

How to create marketing personas

8/2 Reviewing Your Marketing Personas


4/55

Mark Kilens

@MarkKilens


5/55

Ellie Mirman

@ellieeille


6/55

1

23

4

AGENDA

How to create marketing personas

How to start using your marketing

personas

Webinar tasks

Why we need to create marketing personas


7/55

WHY WE

NEED TOCREATE

MARKETING

PERSONAS

1


8/55

Personas are archetypes that describe the

various goals and observed behavior patterns

among your potential users and customers


9/55

Not optional, very necessary


10/55

Alignment across the

organization


11/55

Get the right type of traffic,

leads & customers


12/55

Where people spend their time


13/55

Product development


14/55

Help you relate to your customers


15/55

1

23

4

Personas are not

Influenced by changes in technology

Roles

Target markets

Specific real people


16/55

2

HOW TO

CREATE

MARKETING

PERSONAS


17/55

Create a Marketing Persona Profile

Persona Name

Professional Information

Role (Titles, Responsibilities)

Company

Goals & Challenges

Watering Holes

Personal Background (Age, Family,Education, Shopping Preferences)Persona Photo


18/55

Questions you need to answer


19/55

Persona Profile ChecklistPersona Detail Questions to AskRole What is your job role? Your title?

How is your job measured?

What is a typical day?

What skills are required?

What knowledge and tools do you use?

Who do you report to? Who reports to you?

Company What industry or industries does your company work?What is the size of your company (revenue, employees)?

Goals What are you responsible for?

What does it mean to be successful in your role?

Challenges What are your biggest challenges?

Watering Holes How do you learn about new information for your job?

What publications or blogs do you read?

What associations and social networks do you belong?

Personal Background Age, Family (married, children), Education

Shopping Preferences How do you prefer to interact with vendors? (email, phone, in person)

Do you use the internet to research vendors or products? If yes, how

do you search for information?


20/55

Role

1. What is your job role? Your title?

2. How is your job measured?

3. What is a typical day?

4. What skills are required?

5. What knowledge and tools do you use?

6. Who do you report to? Who reports to you?


21/55

Company

1. What industry or industries does your company

work?

2. What is the size of your company (revenue,

employees)?


22/55

Goals

1. What are you responsible for?

2. What does it mean to be successful in your

role?


23/55

Challenges

1. What are your biggest challenges?


24/55

Watering holes

1. How do you learn about new information for

your job?

2. What publications or blogs do you read?

3. What associations and social networks do you

belong?


25/55

Personal background

1. Age

2. Family (married, children)

3. Education


26/55

Shopping preferences

1. How do you prefer to interact with vendors?

(email, phone, in person)

2. Do you use the internet to research vendors or

products? If yes, how do you search for

information?


27/55

Principles of

Persona Profiles


28/55

1. Focus on Behaviors

Marie spent 20 years working in the food industry and

now serves as Director of Chain Delivery at Acme Food

Services. She uses a computer but is a chef by tradeand not so computer-savvy. A computer is just anothertool for getting her administrative duties done.

John is a recent graduate of Boston University and just

started a job as a researcher at the Dana Farber

Institute. Second to science, his passion is takingphotos as he explores the city to capture and shareunique views. He would not consider himself anartist but loves to pursue and invest in this hobby.


29/55

2. Keep it Fictional but Realistic

Sonya Pelia

Social Media & SEM

Thermo Fisher Scientific

Kirsten Knipp

Senior Marketing Director

SolarWinds

Bob Marsh

General Manager

Sales Contest Builder/ePrize

This:

Not This:Marketing Mary

VP, Director, or Manager of Marketing

Small or Mid-Sized Company
http://www.sitepal.com/showcaseFrameset.php?url=http://southern-orchid.com/


30/55

3.A Pictures Worth 1,000 Words

family, clothing, car

work space

food,

travel,

hobbies


31/55

4. Tell Stories

Audrey Miller62 year old Audrey is the mother of 2 children

and grandmother of 5. She lives in her own home

with her husband, John, and their 4 year old

black lab, Lucy. Every morning she takes Lucy for

a one hour walk around the nearby lake when the

weather is nice.

Audrey is a middle-class retiree living on a fixed

income. Her mortgage is paid off and she has

one credit card which she rarely uses. Shes been

a customer of the same bank for 40 years andhas never done any phone or online banking. She

walks to the bank every Monday to withdraw cash

for the week and pick up groceries at the next

door shopping center.


32/55

5. Focus on One (or a Few)

Choose 1 Primary Persona

Other Personas Are Secondary

Consider IdentifyingNegativePersonas


33/55

5 Principles of Persona Profiles

1. Focus on Behaviors

2. Keep it Fictional

3. Use Pictures

4. Tell Stories

5. Focus on One


34/55

HOW TORESEARCH

YOURMARKETING

PERSONAS


35/55

Form fields


36/55

Interview customers


37/55

Research your customers


38/55

Lead intelligence


39/55

Listen to sales


40/55

Persona Development Worksheet

G db C t h


41/55

GoodbyeCrutches

Personas -

Tom Schwab


42/55


43/55


44/55


45/55


46/55

Send us your marketing personas!

Send your Persona Development

Worksheet by 7/30 to:

[email protected]

Well review as many as we can on 8/2
mailto:[email protected]:[email protected]


47/55

3

HOW TO

START USINGYOUR

MARKETING

PERSONAS


48/55

Content creation


49/55

Integrate with your website


50/55

4WEBINAR

TASKS

W bi T k


51/55

Webinar Tasks

1

23

Use the Persona Worksheet to outline your

marketing personas

Once created, share personas with the restof the company to create alignment

Start researching your marketing personas

4 Send us your persona worksheet by 7/30for a chance to get it reviewed live on 8/2


52/55

QUESTIONS?

H bS t R


53/55

HubSpot Resources

3

http://help.hubspot.com

http://forums.hubspot.com

Settings > Email Notification Settings

12

W t t W t h P i W bi ?


54/55

Want to Watch Previous Webinars?

1

23

Watch webinar recordings

Download webinar slides

http://learning.hubspot.com/webinars/

4 Download webinar resources


55/55

THANK

YOU.

how to create marketing personas

Documents