1. PRESENTED BY!
#C2C14!
How To Use Buyer Personas!
Creating Content That Matters!

2. #C2C14!
Introduction!
Tony Zambito!
§ Former VP Sales and
VP Marketing!
§ At the origins of the
persona movement!
§ Creator of Buyer
Persona Framework!
§ Real world applications
with Fortune 100 and
SME!

3. #C2C14!
Life Used To Be Simple!

4. #C2C14!
Business Used To Be Simple!

5. #C2C14!
Information Used To Be Simple!

6. #C2C14!
Choices Used To Be Simple!

7. #C2C14!
Then This Happened!

8. #C2C14!
And This Happened Too!

9. #C2C14!
Causing Marketers To Think!

10. #C2C14!
Which Have Led To This!

11. #C2C14!
Why We Are Here Today!

12. #C2C14!
Buyer Personas Help Us !
§ Buyer Personas are archetypal
representations based on research
with real people and customers!
§ Not to be confused with buyer
profiling or a buyer profile!
§ Profiling helps with firmographics,
demographics, and sales
intelligence!
§ Buyer personas help us with
understanding what matters, why
content matters, what goals matter,
and why choices matters!
Sandy
Clarke
VP,
Customer
Experience

13. #C2C14!
Moving Beyond The How !
1970
-­‐
2008
2008
-­‐
2013
Sales
Funnel
Buyer’s
Journey

14. #C2C14!
Context-Based Scenarios = Why!
2013
-­‐
Present
Context-­‐Based
Scenarios
1970
-­‐
2002
2003
-­‐
2013
Sales
Funnel
Buyer’s
Journey
Sandy
Clarke
VP,
Customer
Experience
Scenario:
New
SHff
CompeHHon
Sandy
and
her
team
are
confronted
by
their
primary
compeHtor
introducing
a
new
service,
which
has
the
potenHal
to
be
a
game
changer.
They
know
they
must
respond
but
do
not
want
to
be
too
hasty.
The
right
response
will
become………….

15. #C2C14!
Scenarios Tell Us Stories!
§ What goals are important to
Sandy and what she is trying to
accomplish!
§ What set of attitudes, beliefs,
and perceptions influence
Sandy’s thinking and decisions!
§ What choices are important to
Sandy and why!
§ What scenarios are confronting
Sandy!
§ Who does she interact with and
why!
§ What does Sandy need to know
and why are they important to
her decisions !
Sandy
Clarke
VP,
Customer
Experience

16. #C2C14!
Scenario-Based Buyer Personas!
Sandy
Clarke
VP,
Customer
Experience
• Goals
• Mental
Models
• Scenarios
• Interac1ons
• Experiences
• Knowledge
Needs
• Choices

17. #C2C14!
Buyer Stories Matter!
Sandy
Clarke
VP,
Customer
Experience
Sandy
is
a
Vice
President,
Customer
Experience
for
IronWorks,
Inc.
She
has
been
in
her
field
for
17
years
and
is
highly
acHve
in
two
associaHons.
New
services
from
compeHtors
have
prompted
a
need
to
respond
with
new
CX
strategies.
Future
Goals
Sandy
is
working
on
accomplishing
an
overhaul
of
support
and
services
for
IronWorks
customers.
Her
specific
goals
on
a
professional
and
personal
level
include:
• Up
level
customer
experiences
• ……………………………
Buyer
Persona-­‐Based
Stories

18. #C2C14!
Avoid Mathematical Profiling!!
Sandy
Clarke
VP,
Customer
Experience
Role
FuncHon
IniHaHves
Criteria
Products
Success
Factors
Profile
Persona
Awareness
Research
ConsideraHon
EvaluaHon
Decision
Implement
Buyer’s
Journey
2
VerHcals
4
Profiles
6
Stages
4
Pieces
Content
=
nearly
200
pieces
of
content!!
Stop
the
insanity!

19. #C2C14!
Scenario-Based Content Planning!
§ Map content to the specific
goals, scenarios, and stories
of Sandy!
§ Produce information, videos,
and other media, which mirror
Sandy’s scenario!
§ Create micro-scenarios and
micro-stories by which Sandy
can engage.!
§ Connect micro-scenarios and
micro-stories to potential
outcomes involving you and
Sandy together !
Sandy
Clarke
VP,
Customer
Experience

20. #C2C14!
Emotions Through Scenarios!
Take
your
customer
experience
to
the
next
level
Engage
your
customers
where
they
interact
DifferenHate
your
customer
experiences

21. #C2C14!
What Is The Real Story?!
Remember
These?

22. #C2C14!
Personas Illuminate Realities!
ArHst
and
photographer
Michael
Paul
Smith

23. #C2C14!
Context Matters!
If
Content
Is
King,
Context
Is
Everything

24. #C2C14!
Thank You!!
Tony
Zambito
@tonyzambito
www.linkedin.com/in/tonyzambito
www.tonyzambito.com