We hear about Buyer Personas sometimes, but do we really see companies implement the concept? Finding out about your buyer? Instead of creating a standard customer segmentation? Do you want to get
We hear about Buyer Personas sometimes, but do we really see companies implement the concept? Finding out about your buyer? Instead of creating a standard customer segmentation? Do you want to get kick started with Buyer Personas?
1 Step 1- Start with a profile RESEARCH Angelien ‘de zelfbeslisser’‘We need to elevate the marketing department to astrategic level in our organization’Age: 43 Directie: met Sales directorM. Status: Married + 2 Year in job: 1Title: Marketing director Education: WO + NIMA A B
1 Read everything Attend seminars RESEARCH they read monitor conference topics* RSS feeds, Google Alerts * Listen to what they talk about* Publications * Note the questions that are being asked* Newsletters * Learn the topics on the program* Blogs/industry sites * Watch videos if you can’t attend
1 RESEARCH Talk with Conduct salespeople Interviews* Good salespeople listen and know more * With customers Won/Lost/Prospects* Should know many details on the buyer * Appr. 15-20 people* Look at Win/Loss reports* Warning: don’t count only on sales!!
1 Use Social Media & your website to RESEARCH Listen2.Google alerts, Twitter search, LinkedIN, etc.3.Conduct from time to time sentiment analysis4.Use analytics smartly to gather important data
2 DEVELOP Step 2 – Analyze and develop1. Find pattern and clusters2. Add details from behavioral traits that stand out3. Define common challenges4. Determine clusters you want to focus on
2 Step 2 – Analyze and develop DEVELOP1. Selection criteria could be: 1. Size of segment 2. Customer value 3. Growth opportunity 4. Business objectives2. Redefinition session with sales/marketing/communication
Step 3 – Select & create 3 SELECT & CREATE1. Develop a story for each persona2. Provide a name and picture3. Story should be vivid, short and involve personal details4. Should be recognizable to stakeholders
4Step 4 -Launch Personas Internally & LAUNCHExternally
RECYCLE Make it a dynamic process1. Personas only add value if you invest time to develop & launch them properly2. Evolve the personas over time