How to Create Buyer Personas and Do Customer Discovery
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A workshop presentation on how to create buyer personas and do customer discovery so your marketing and sales are more focused and effective.
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How to Create Buyer Personas and Do Customer Discovery
- 1. Hi, I’m Mark
- 2. Hi, I’m Mark I’m a Fractional CMO for B2B and SaaS Companies
- 3. I’m good at brand positioning, strategic planning, and overseeing tactical execution….
- 4. But what I really do is help companies make the right marketing decisions.
- 5. And here’s the thing: the right marketing decisions are driven by…..
- 8. Sadly, this is far from reality.
- 9. Too many companies don’t know their customers.
- 10. They take their customers for granted.
- 14. Disclaimer: The customer isn’t always right
- 17. How many buyer personas have you created?
- 18. 1, 2, 3, 4?
- 19. What are buyer personas? A semi-fictional representation of your ideal customer based on market research and real data about your existing customers.
- 21. Why Do Buyer Personas Matter?
- 22. What Buyer Personas Matter • Intelligence about your customers, their problems, goals, and how they make purchases.
- 23. What Buyer Personas Matter • Intelligence about your customers, their problems, goals, and how they make purchases. • More focused and effective sales and marketing
- 24. What Buyer Personas Matter • Intelligence about your customers, their problems, goals, and how they make purchases. • More focused and effective sales and marketing. • Ensures that everyone is focused on who matters and why.
- 25. What Buyer Personas Matter • Intelligence about your customers, their problems, goals, and how they make purchases. • More focused and effective sales and marketing. • Ensures that everyone is focused on who matters and why. • Propels better brand storytelling.
- 27. The decision maker The influencer The researcher The gatekeeper
- 28. How Many Buyer Personas?
- 29. What Does a Buyer Persona Look Like?
- 30. Short and sweet.
- 31. Personal and professional details
- 32. A poster on an office wall…..
- 33. How to Create Buyer Personas
- 36. Mary-Lou Sanchez x 32 VP, Marketing Not enough leads, campaigns aren’t performing, new competitors winning deals. An influx of real leads, not just MQLs. A job with a company with bigger marketing budget Leads that sales loves. Revenue growth
- 37. WHO’S YOUR IDEAL CUSTOMER? 30-second exercise
- 40. Identify The People Who Matter
- 41. Get out of the building
- 46. Ask the Right Questions
- 47. Talk to Them
- 48. Face to face interviews
- 52. Wine and dine ‘em
- 53. Listen to Your Them
- 58. Surveys
- 59. User Testing
- 60. Drill Into Your Leads
- 62. Questions?
Notes de l'éditeur
- It’s a roadmap for success. It’s provide guidance so marketing happens in a structured way. It establishes goals and articulates what you’re doing.
- It’s a roadmap for success. It’s provide guidance so marketing happens in a structured way. It establishes goals and articulates what you’re doing.
- It’s a roadmap for success. It’s provide guidance so marketing happens in a structured way. It establishes goals and articulates what you’re doing.
- It’s a roadmap for success. It’s provide guidance so marketing happens in a structured way. It establishes goals and articulates what you’re doing.
- It’s a roadmap for success. It’s provide guidance so marketing happens in a structured way. It establishes goals and articulates what you’re doing.
- Let’s start with a simple question: how many of you have created buyer personas? Let a comment in the chat. If you haven’t created a buyer persona, hopefully I’ll convince you today about what they matter.
- Before we started, a quick poll: how many people have actually created buyer personas? I would hazard to guess that many companies don’t have buyer personas. It begs the question: how does an organization make sure it has a crystal clear picture of its customers. Where does that information exist?
- Before we started, a quick poll: how many people have actually created buyer personas? I would hazard to guess that many companies don’t have buyer personas. It begs the question: how does an organization make sure it has a crystal clear picture of its customers. Where does that information exist?
- There are dozens of ways to define a buyer persona but here’s a good one from HubSpot:
- In simple terms, a buyer persona is……
- Why do buyer personas matter? Let’s look at four different reasons why you need buyer personas as part of the mix.
- Personallly, I would start with two or three buyer personas to identify your key customers. But you can have many different types of customers and many buyer personas. As well, buyer personas can include Influencers, Detractors, Analysts
- Tools: Persona App HubSpot
- Awareness, consideration, decision
- Awareness, consideration, decision
- Talk to your customers, prospects, ex-customers.
- Talk to your customers, prospects, ex-customers.