webinar_guiding_your_product_launch_with_buyer_personas

8/7/2019 Webinar_Guiding_Your_Product_Launch_with_Buyer_Personas

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P r ag maticM ar k etin g

© 1993-2007 Pragmatic Marketing, Inc. 1

Guiding YourProduct Launch with Buyer Personas

Adele Revella - [email protected]

Conference call: (712) 432-1399Access code: 333-167-722

Slides and other resources available at www.pragmaticmarketing.com/request

No ma or defects

Is this product ready to launch?

Pricing approved

Sales kit completed

Marketing campaign

is ready





n y esales peopleare ready togo . . .

And we know how to attract the buyers





A persona creates the focus that’s needed

Launch activities require buyer expertise

Product positioning

Program messaging

Sales readiness

Marketing mix





MaryAge: 32

Occupation: Marketing Manager, reports to CMO

Persona type: User

Industry/Segment: Fortune 1000 manufacturing

Time in this job: 18 months; education: BA Marketing

MaryAge: 32


Persona type: User



My frustrations

My goals





MaryAge: 32


Persona type: User



y goa s My perceptions of your product/service/solution

My buying criteria and success metrics

My frustrations My approach to gathering new ideas and information

My view of competitive and alternative approaches

My influence over the buying process

Opinions about the launch strategy





Resolve when the buyer is the focus

Company and product-focused marketing





Before After

Start with an ad hoc persona





Assess the risks of missing information

The sales persona





Which persona(s) are most important

Economic

Technical

User

Sales people need deep insight

Analyze

Synthesize

Empathize

3

4

5

Memorize

Demonstrate

1

2





Don’t give them gobbledygook

DECREASE

Cost

Time

Effort

Risk

Revenue

Production

Quality

Com etitive

Advantage

INCREASE

Buyers will tell you what you need to know

I will consider your

solutions if you can solvethis problem my way

(my buying criteria)





Customers have a different agenda

I really need thesenew features

Where to find buyersSales wins & losses

on erences

Online

Cold leads in database





Listen with anopen mind – nota sales agenda

Allow the answersto determine the questions





If you didn’t learnanything new,

rev ew e

first two rules

Group buyers according to buying criteria




An effective launch revolves arounddeep insight into the buyers

Sales

Readiness

Messaging

&Positioning

BuyerPersona

Marketing

Programs

Adele [email protected]

Slides and other resources: www.pragmaticmarketing.com/request

webinar_guiding_your_product_launch_with_buyer_personas

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