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How To Use Buyer Personas To Avoid "Ready, Fire, Aim" Marketing

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How To Use Buyer Personas To Avoid "Ready, Fire, Aim" Marketing - an overview of buyer personas presented to Hatch Norfolk on 19 May 2015.

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How To Use Buyer Personas To Avoid "Ready, Fire, Aim" Marketing

  1. 1. HOW TO USE BUYER PERSONAS TO AVOID “READY, FIRE, AIM” MARKETING HATCH NORFOLK MAY 19, 2015
  2. 2. THINGS HAVE CHANGED •  Asynchronous information is gone between buyer and seller •  People can avoid your unwanted marketing messages •  Only way left to get through to prospective customers: useful, relevant, helpful content
  3. 3. READY, FIRE, AIM •  Many companies are marketing to the wrong people •  With the wrong information •  Not breaking through
  4. 4. BUYER PERSONAS Adele Revella, Buyer Persona Institute: "It’s an archetype, a composite picture of the real people who buy, or might buy, products like the ones you sell.” Discovered through buyer interviews
  5. 5. 5 RINGS OF INSIGHT
  6. 6. PRIORITY INITIATIVES What causes certain buyers to invest in a solution like yours, and how are they different from buyers who remain attached to the status quo?
  7. 7. SUCCESS FACTORS What operational or personal results does your buyer persona expect from purchasing this solution?
  8. 8. PERCEIVED BARRIERS What concerns cause your buyer to believe that your solution or company is not their best option?
  9. 9. THE BUYER’S JOURNEY What process does this persona follow in researching and selecting a solution that can overcome the Perceived Barriers and achieve the Success Factors?
  10. 10. DECISION CRITERIA What aspects of each product will the buyer perceive as most critical in evaluating the alternative solutions available?
  11. 11. FOR MORE INFORMATION www.buyerpersona.com

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