The document discusses the importance of buyer personas for effective inbound marketing. It provides examples of developing buyer personas based on market research and outlines key aspects to include, such as demographics, goals, pain points and information sources. The document also discusses using buyer personas to inform content creation and mapping the buyer journey to attract, convert and close ideal customers through a multi-stage inbound process.

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BUYER PERSONA
STRATEGY &
DEVELOPMENT.
BUILDING A GREAT FOUNDATION TO MAKE YOUR INBOUND
MARKETING EFFECTIVE

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Grainne O’Sullivan
HubSpot Channel Consultant
linkedin.com/in/grainneos
That’s me!

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Why
talk
about
Buyer
Personas?
“Isn’t
that
a
bit,
well,
basic?”
Buyer
Personas
are
the
pivotal
element
of
any
Inbound
campaign
&
it’s
important
to
get
them
right

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But first a little
background…
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7.125 billion people
3.174 billion have access to internet
Potential Customers?
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65%
Europeans go online to
research

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Traditionally, marketers focused on
target markets.
q Gender
q Socio Economic Group
q Region
q Age Range
q Education

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We are not segments!But, we are not segments!
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Inbound Methodology focuses on
creating a model of marketing
around your ideal customers.
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BUYER PERSONAS ARE…..
SEMI-FICTIONAL REPRESENTATIONS OF
YOUR IDEAL CUSTOMER BASED ON
MARKET RESEARCH AND REAL DATA
ABOUT YOUR EXISTING CUSTOMERS

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BUSINESS IS ALL ABOUT
RELATIONSHIPS BETWEEN
PEOPLE

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Personas help you create the right content.
The right content will most effectively attract your ideal visitors,
convert them into leads, and close them into customers.
Content to
attract visitors
Content to
close customersContent to
convert leads

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HOW CAN YOU MAKE
REMARKABLE CONTENT IF YOU
DO NOT KNOW WHO YOU ARE
CREATING IT FOR?

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1.
WHO IS
YOUR IDEAL
CLIENT?
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WHERE TO START…
• What is their demographic information?
• What is their job and level of seniority?
• What does a day in their life look like?
• What are their pain points?
• What do they value most? What are their goals?
• Where do they go for information?
• What are their most common objections to your product or service?
• How will you identify this persona?

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TACTICS TO ADD TO THIS…
• Survey existing customers
• Your network
• Interviews
• Sales team
• Product development team
• Customer service

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WHAT IF I HAVE NO CUSTOMERS?
?
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Developing a Persona Example

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Developing a Persona Example

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What they found…….
• Sales Leader Larry
• 30-40 years old
• 6 man sales team
Concerns
Larry
has….
ü Health
of
Sales
Pipeline
ü His
reps
ignore
prospecHng
ü Wants
to
move
away
from
outbound
sales
ü Wants
more
Hme
to
be
talking
to
customers
&
helping
his
team
sell
ü He
spends
way
too
much
Hme
reporHng
ü He
wants
to
increase
his
reps
producHvity

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BUYER PERSONA RESEARCH IN
TURN CREATED OUR WHOLE
CONTENT CREATION STRATEGY

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WHAT ELSE DID THEY FIND?

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New & Revised…….
• Over
Hme
she
has
become
responsible
for
the
sales
enablement
tools
&
content
• She
worries
the
sales
team
are
not
seeing
the
value
of
her
leads
• Mary
wants
insight
into
what
is
happening
with
the
leads
• She
needs
a
tool
that
bridges
the
gap
between
her
markeHng
tools
and
the
sales
Team
acHviHes
QuesHons
Mary
asks….
ü Are
the
sales
reps
using
the
right
content?
ü Are
they
sending
the
most
effecHve
email
templates?
ü What
leads
are
working
best
so
that
I
can
help
them
more?

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“MARKETING TACTICS TO HELP MY
INBOUND SALES TEAM SUCCEED”
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If you know what
your personas are
trying to achieve,
you can create
things to help them
reach their goals
and overcome their
challenges.
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BUYER PERSONAS ARE
CONSTANTLY A WORK IN
PROGRESS…..

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Don’t
be
this
kind
of
company

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REVIEW, REVISE,
REFRESH

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ROOKIE MISTAKES…
ü Too many Personas
ü Not thinking about negative Personas
ü Thinking personas are always for marketing
ü Thinking personas are an individual person
ü Describing an aspirational Persona
ü Basing your personas on old-school demographics
ü Not knowing how to research your Personas

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2.
WHAT IS THEIR
BUYER
JOURNEY?
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“The Buyer Journey is the
active research process a
potential buyer goes through
leading up to a purchase ’’
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Mary has expressed
symptoms of a
problem or
opportunity
Mary has defined the
problem or
opportunity
Mary has decided the
solution or strategy
Awareness DecisionConsideration
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How can I generate
more leads for the
Sales team?
I need a Marketing
tool that will make my
team more efficient
I am going to try
HubSpot
Awareness Consideration Decision
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?
eBooks
Product
Videos
TesHmonials
Demos
Price
Product
Page
FAQs
Trend
Reports
Guides
Webinars
Case
Studies
Infografics
White
papers
Templates
EvaluaHons
Reviews
Calculators
Checklists
ConsiderationAwareness Decision
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Strangers
Visitors
Customers
Promoters
Leads
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3.
ATTRACT,
CONVERT &
CLOSE IDEAL
CUSTOMERS
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Too many
marketers focus
on tactics and not
enough on
process
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Without a process, inbound
marketing can seem a bit hit and
miss
Companies that think about
inbound as a tactic or just another
channel are rarely successful
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Awareness
Definition
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Awareness
Definition
Keyword 1
Keyword 2
Keyword 3
Keyword 4
Keyword 5
Keywords
#InboundHelsinki

45. #InboundHelsinki
Awareness
Definition
Keyword 1
Keyword 2
Keyword 3
Keyword 4
Keyword 5
Keywords
Article 1
Article 2
Article 3
Article 4
Article 5
Articles
#InboundHelsinki

46. #InboundHelsinki
Awareness
Definition
Keyword 1
Keyword 2
Keyword 3
Keyword 4
Keyword 5
Keywords
Article 1
Article 2
Article 3
Article 4
Article 5
Articles
URL
SEO Optimization
Keywords………………………
….......
Títle
Keywords ……….
…………………………………
…………………...
…………………………………
…………………...
…………………………………
…………………...
……………………
CTA
Page Tab Header
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Facilitate sharing
Optimized for SEO
Identify your keyword
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Each article that
you publish
increases your
visibility.
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Awareness
Definition
#InboundHelsinki

50. #InboundHelsinki
Awareness
Definition
Article 1
Article 2
Article 3
Article 4
Article 5
Articles
#InboundHelsinki

51. #InboundHelsinki
Awareness
Definition
Article 1
Article 2
Article 3
Article 4
Article 5
Articles
Ebook
Ebook
Ebook
Ebook
Ebook
CTA
#InboundHelsinki

52. #InboundHelsinki
Awareness
Definition
Article 1
Article 2
Article 3
Article 4
Article 5
Articles
Ebook
Ebook
Ebook
Ebook
Ebook
CTA Offer
Awareness Ebook
…………………………...............
.................
…………………………………
…………………...
…………………………………
…………………...
…………………………………
…………………...
…………………………………
……………………
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Data Collection
Persona
Stage
Place
Offer relevant and personalized content
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Awareness
Guide
Offers
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Awareness
Guide
Offers
Owner
6-10 employees
Awareness Ebook
Lists
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59. #InboundHelsinki
Awareness
Guide
Offers
Owner
6-10 employees
Awareness Ebook
Lists
Email 1
Email 2
Email 3
Rules Actions
1 Day
2 Days
5 Days
#InboundHelsinki

60. #InboundHelsinki
Awareness
Guide
Offers
Owner
6-10 employees
Awareness Ebook
Lists
Email 1
Email 2
Email 3
Rules Actions
1 Day
2 Days
5 Days
Webinar
Consideration
Owner
6-10 employees
Webinar consideration
1 Day
2 Days
5 Days
Email 1
Email 2
Email 3
#InboundHelsinki

61. #InboundHelsinki
Awareness
Guide
Offers
Owner
6-10 employees
Awareness Ebook
Lists
Email 1
Email 2
Email 3
Rules Actions
1 Day
2 Days
5 Days
Webinar
Consideration
Owner
6-10 employees
Webinar consideration
1 Day
2 Days
5 Days
Email 1
Email 2
Email 3
Demo
Decision
Owner
6-10 employees
Demo decision
Email 1
Email 2
Email 3
5 Days Email 3
1 Day
2 Days
5 Days
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Strangers
Visitors
Customers
Promoters
Leads
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Personas are at the APEX of business strategy
REVIEW, REVISE, REFRESH
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Make your Buyer
Persona the star.
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Questions?
#InboundHelsinki