Convincing your organization to adopt persona-based marketing can be a challenge. In this presentation from the 2014 SiriusDecisions Summit, learn how to gain buy-in for personas and how to implement them. Includes results from the impact persona marketing has made on lsi.com to help bolster the case.

1. Personas In Action
Rachel Young
Research Director
May 22, 2014

2. Transformation
Greg Thomas
Content Strategist

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Challenges

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Challenges

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Buy In
Challenges

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Challenges

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Challenges

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Buy In
Research
Sample questions from Persona Interviews
JOB ROLE
• What is your job role? What are you responsible for?
• What initiatives are you currently working on? How will these change over the next 6-12
months?
• What are the current challenges you’re facing in your role? How will these change over the
next 6-12 months?
o What keeps you up at night?
BUYING CENTER and ROLE
• Where and how does your company procure IT today? Do you expect this to change over
the next 6-18 months?
INFORMATION-GATHERING and INTERACTION PREFERENCES
• What do you read?
• How and when do you use the web?
• Do you visit specific sites? Search for information?
• What sites do you visit regularly? (Examples, frequency)
• How do you search for information? (theme, keyword, etc.) Can you give some examples?
o What search terms or methods do you use?

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Buy In
Research

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Buy In
Implement

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Buy In
Implement

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The Results Are In…
• 85% of visitors
find what they
need
(up 47%)
• Over 115K
syndicated blog
views
• Page 1 results for
most critical
solutions