marketing personas (product camp jul2015)
TRANSCRIPT
Agenda
• What
• Why
• How
• Tools
• Best Practices…
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How well we communicate is determined not by how well we say things but how well we are understood
- Andrew Grove -
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What
Marketing
• CEB: studied 1,400+ B2B customers across industries revealing that 57% of a typical purchase decision is made before a customer even talks to a supplier (1)
• SeriusDecisions: 67% of the buyer’s journey is now done digitally (2)
KNOW YOUR CUSTOMERS
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Defining
Personas are fictional, generalized representations
of your ideal customers(1)
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Examples
HOW to use it?
• Targeted Messages
• Engaging Content (Web, Product Marketing…)
• Content speaks to Needs customers(wants, goals, desires, pain points, needs)
• Common understanding of ideal customer
• Consistency (Product Marketers, Social Media Planner, PR Person…)
• Channel: Where to communicate
• Speak in customer’s language
Why
Marketing
• Ideas@Work: Personas to develop email campaigns: (1)
2x Open Rate5x Click Through Rate (CTR)
• Hubspot: Personas for Websites 2x – 5x more effective & easier to use (2)
Persona for Email campaigns:+14% CTR+10% Conversion 18x more revenue than Generic Email
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How
5 Steps
• Define Target Market
• Research
• Summarize Persona & Attributes
• Communicate
• Revisit
Target
• Who are recipients of my communication?
• Who do I want to educate, update, influence or inform?
• Customer Segments
Research
• Questions to ask
• Assumption Maps
• Ethnographic
• Multiple Choice Surveys
• Focus Groups
• Analytics
• Internal Data
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Research
• Start at the End
• What helps team the most?
• Define Persona profile
• Interview Audience
Research
• Twitter Analytics
• Google Analytics
• Facebook Insights
Persona Elements
• Demographic Summary
• Goals
• Pain Points
• Quotes
Persona Elements
• Demographics(age, income, marital status, kids…)
• Pressure / Challenges
• Desires (business / family / life)
• Media preference (email, direct mail, Twitter, Facebook, chatter, phone call …),
• Typical workday, favourite time to engage with media,
• Geographic area / building
• interests: work – life – hobby
• Key Objectives: grow sales, cost reduction, optimize resources, improve efficiency, create strategy
• Psychological profile: DISC / Birkman Quadrants / Standout
• Position: influencer, decision maker, budget owner, problem owner, champion, mentor…
• Concerns (product opportunity, industry, position, hot buttons)
• Direct Quotes from customers (language / style / voice)
Summarize
• Data Analysis
• Cluster Interviews
• # Personas needed
• Key Attributes
• Create Personas
Summarize
Communicate
• Project Team
• Team Driving Initiative
• Change Agents
• Key Stakeholders
• Communicators
• Explain how to use Personas
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Revisit
• Customer change
• Needs change
• Revisit Personas(every 3 – 12 mo. Internal)
Tools
Free Web Tools
• Create Interview questions
• Structure your approach
• Templates
• Writing/Talking style quotes
• Personalization story
• Impactful Summary
Free Web Tools
Extensio
Extensio
HubSpot
Kayak
Best Practices
Best Practices in Your Firms?
Key Points
Keys Points (5 Steps)
• Define Target Market
• Research
• Summarize Persona & Attributes
• Communicate
• Revisit
Resources
• Strategy D for Digital Marketinghttp://strategyd.org/marketing-personas-still-relevant/http://strategyd.org/personas-5-quick-steps/http://strategyd.org/persona-tool-review/
• Ideas@Work Bloghttp://blog.mltcreative.com/ROI-Buyer-Personas-in-B2B-Marketing
• Hubspothttp://knowledge.hubspot.com/contacts-user-guide/how-to-create-personas
Final Thought
How far can you take it?
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Marketing Personas
Charles Dimov
@CDimov
StrategyD.org