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How to create a 360 view about our current and
new buyer persona’s
Priority Initiative
• What business conditions
trigger this buyer’s decision
to look for improvement
Success Factors
• What results and outcomes
expects this buyer
Buyer’s Journey
• What role plays this buyer
in the decision and info on
who else will impact the
decision
• What resources trusts this
buyer to guide the decision
Perceived Barriers
• What attitudes or concerns
prevents this buyer from
investing
Decision Criteria
• What features evaluates
this buyer comparing
alternative approaches

11.
Use keyword research tools to create
and validate your keyword list

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Graag grafiek zo aanpassen dat de stijging van 180 naar 240
duidelijker wordt. Nu lijkt het een kleine stijging. Terwijl het een
grote stijging is. Het is niet noodzakelijk dat de niveau’s exact juist
zijn. Ermoet een duidelijke stijging te zien zijn
Optimise keywords in strcutured process and your ranking will
increase

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23Supervisory Board | 10 December 2014 © Graydon | Confidential

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Key takeaways Brightedge /
ClickZ © 2014 Graydon

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Key takeaways Brightedge /
ClickZ © 2014 Graydon

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Key takeaways Brightedge /
ClickZ © 2014 Graydon

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Match your sales pitch to your website
visitors
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What are the origin keywords they used in google
What (product/content) pages did they look at
What are the firmographics of your visitors
Are the visitors clients or prospects
Create together with sales your criteria and filters and
follow up leads based on their interest and not your
product

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