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Designing and
Leveraging Buyer Personas
SAM MALLIKARJUNAN
@mallikarjunan
#inbound12
Sam
Mallikarjunan
Head of Experimental
Marketing at HubSpot
…we do the weird stuff
@Mallikarjunan
A Brief Introduction to Buyer Personas
How to Present Your Buyer Persona
An Example of a Complete Buyer Persona
1
2
3
Table of Contents
Business Applications of Personas4
A Brief
Introduction to
Buyer
Personas1
What Are Buyer
Personas?
Buyer personas are fictional representations of your ideal customers.
They are based on real data about customer demographics and online
behavior, along with educated speculation about their personal
histories, motivations, and concerns.
?
Why Are Buyer
Personas So Key?
The personalized and highly targeted capabilities provided by effective
buyer personas are how you can be competitive with massive long-tail
firms like Amazon.com.
?
How Are Buyer
Personas Created?
Buyer personas are created through research, surveys, and interviews of
your target audience. That includes a mix of customers – both “good” and
“bad” -- prospects, and those outside of your contact database who might
align with your target audience. You’ll collect data that is both qualitative
and quantitative to paint a picture of who your ideal customer is, what they
value, and how your solution fits into their daily lives.
?
Exclusionary
Personas
Typically identified by the Sales or Services departments of a firm,
Exclusionary Personas help us know what types of leads and
customers make bad fits for our process or organization. We can use
the same method of finding what content attracts them and avoiding
it.
?
Two Types Of
Persona
Characteristics
Buyer Personas are not an entirely new concept, but they’ve
traditionally focused on demographic characteristics. Because
Inbound marketing is fundamentally attraction based – and attraction
is a psychographic characteristic – to effectively create content we
need to define these characteristics as well.
?
How Do You
Socialize A
Buyer Persona?
So you’ve done the research and conducted all the interviews …
you’ve finally figured out who your buyer persona is. Congratulations!
But how do you communicate that new understanding of your target
customer with your entire organization? After all, if your sales and
marketing teams don’t understand who they’re speaking to, it’s hard
to craft a message that really resonates.
?
How to
Present Your
Buyer Persona2
Company ABC
Buyer Persona Overview
Month, Year
Insert your company
name, as well as the
month and year in the
gray text on this slide.
Persona Name
BACKGROUND:
• Basic details about persona’s role
• Key information about the persona’s
company
• Relevant background info, like education
or hobbies
DEMOGRAPHICS:
• Gender
• Age Range
• HH Income (Consider a spouse’s income,
if relevant)
• Urbanicity (Is your persona urban,
suburban, or rural?)
IDENTIFIERS:
• Buzz words
• Mannerisms
You can find this
information by
administering online
surveys of your target
audience.
Persona Name
GOALS:
• Persona’s primary goal
• Persona’s secondary goal
CHALLENGES:
• Primary challenge to persona’s success
• Secondary challenge to persona’s
success
HOW WE HELP:
• How you solve your persona’s
challenges
• How you help your persona achieve
goals
Conduct interviewswith your targetaudience to learnabout their goals andchallenges in moredetail.
Persona Name
REAL QUOTES:
• Include a few real quotes – taken
during your interviews – that
represent your persona well. This
will make it easier for employees
to relate to and understand your
persona.
COMMON OBJECTIONS:
• Identify the most common
objections your persona will raise
during the sales process.
Identifying common
objections will help
your sales team be
better prepared
during their
conversations.
Persona Name
MARKETING MESSAGING:
• How should you describe
your solution to your
persona?
• Do they respond differently
to different messaging
(humor, memes,
aggressiveness, etc.)
ELEVATOR PITCH:
• Make describing your
solution simple and
consistent across everyone
in your company.
Establishing your
messaging prepares
your entireorganization toconvey the same
message.
Including a real photo
from Creative
Commons or
iStockphoto helps
everyone envision the
same person.
An Example of
a Complete
Buyer Persona3
Sample Sally
BACKGROUND:
• Head of Human Resources
• Worked at the same company for 10
years; worked her way up from HR
Associate
• Married with 2 children (10 and 8)
DEMOGRAPHICS:
• Skews female
• Age 30-45
• Dual HH Income: $140,000
• Suburban
IDENTIFIERS:
• Calm demeanor
• Probably has an assistant screening calls
• Asks to receive collateral mailed/printed
Sample Sally
GOALS:
• Keep employees happy and
turnover low
• Support legal and finance teams
CHALLENGES:
• Getting everything done with a
small staff
• Rolling out changes to the entire
company
HOW WE HELP:
• Make it easy to manage all
employee data in one place
• Integrate with legal and finance
teams’ systems
Sample Sally
REAL QUOTES:
• “It’s been difficult getting company-
wide adoption of new technologies in
the past.”
• “I don’t have time to train new
employees on a million different
databases and platforms.”
• “I’ve had to deal with so many painful
integrations with other departments’
databases and software.”
COMMON OBJECTIONS:
• I’m worried I’ll lose data transitioning to
a new system.
• I don’t want to have to train the entire
company on how to use a new system.
Sample Sally
MARKETING MESSAGING:
• Integrated HR Database
Management
ELEVATOR PITCH:
• We give you an intuitive database
that integrates with your existing
software and platforms, and lifetime
training to help new employees get
up to speed quickly.
How
Businesses
Use Buyer
Personas4
Content Creation
• Blog	
  content
• Non-­‐transac8onal	
  Conversion	
  Offers
• Website	
  &	
  Graphic	
  Design
• E-­‐mail	
  Copy	
  &	
  Design
Content Creation
• Blog	
  content
• Non-­‐transac8onal	
  Conversion	
  Offers
• Website	
  &	
  Graphic	
  Design
• E-­‐mail	
  Copy	
  &	
  Design
Sales
• Psychographic	
  Characteris8cs	
  help	
  sales	
  know	
  
how	
  to	
  approach	
  individual	
  leads:
• How	
  does	
  this	
  persona	
  respond	
  to	
  
aggressiveness?
• What	
  creates	
  a	
  sense	
  of	
  urgency	
  for	
  them?
• What	
  are	
  the	
  key	
  pain	
  points	
  the	
  solu8on	
  
addresses?
• What’s	
  the	
  prospects	
  level	
  of	
  sophis8ca8on?
Services
• What’s	
  the	
  customer’s	
  level	
  of	
  sophis8ca8on?
• What	
  are	
  the	
  primary	
  features	
  that	
  aMracted	
  
the	
  customer?
• What	
  organiza8onal	
  or	
  experien8al	
  challenges	
  
might	
  hinder	
  implementa8on?
• What	
  unique	
  use	
  cases	
  can	
  be	
  used	
  to	
  upsell	
  or	
  
retain	
  a	
  customer?	
  (DirecTV	
  FTW)
Personas & Unit Economics
• Since	
  Personas	
  are	
  aligned	
  across	
  all	
  elements	
  
of	
  the	
  business,	
  you	
  can	
  iden8fy	
  and	
  define	
  
individual	
  unit	
  economics	
  by	
  persona.
• This	
  lets	
  marke8ng	
  and	
  sales	
  know	
  which	
  
personas	
  to	
  pursue	
  to	
  drive	
  the	
  most	
  
Enterprise	
  Value.
Personas & Customer LTV
• The	
  marke8ng	
  equa8on	
  doesn’t	
  end	
  with	
  lead	
  
–	
  or	
  even	
  customer	
  –	
  acquisi8on.
• Persona	
  characteris8cs	
  can	
  help	
  iden8fy	
  what	
  
messaging	
  and	
  offers	
  an	
  exis8ng	
  customer	
  will	
  
respond	
  to	
  that	
  can	
  increase	
  their	
  LTV.
Learn From Our Mistakes:
• HubSpot’s	
  ARG
• MEME	
  in	
  E-­‐mails	
  Test
• Ashley	
  Overload
Let’s Make A Persona
• Define	
  Demographics
• Define	
  Psychographics
• Name	
  The	
  Persona
• Develop	
  Backstory
• *What’s	
  Next?
Course Title
Course Title
INSTRUCTOR NAME

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Designing and Leveraging Buyer Personas

  • 1. presents Designing and Leveraging Buyer Personas SAM MALLIKARJUNAN @mallikarjunan
  • 2. #inbound12 Sam Mallikarjunan Head of Experimental Marketing at HubSpot …we do the weird stuff @Mallikarjunan
  • 3. A Brief Introduction to Buyer Personas How to Present Your Buyer Persona An Example of a Complete Buyer Persona 1 2 3 Table of Contents Business Applications of Personas4
  • 5. What Are Buyer Personas? Buyer personas are fictional representations of your ideal customers. They are based on real data about customer demographics and online behavior, along with educated speculation about their personal histories, motivations, and concerns. ?
  • 6. Why Are Buyer Personas So Key? The personalized and highly targeted capabilities provided by effective buyer personas are how you can be competitive with massive long-tail firms like Amazon.com. ?
  • 7. How Are Buyer Personas Created? Buyer personas are created through research, surveys, and interviews of your target audience. That includes a mix of customers – both “good” and “bad” -- prospects, and those outside of your contact database who might align with your target audience. You’ll collect data that is both qualitative and quantitative to paint a picture of who your ideal customer is, what they value, and how your solution fits into their daily lives. ?
  • 8. Exclusionary Personas Typically identified by the Sales or Services departments of a firm, Exclusionary Personas help us know what types of leads and customers make bad fits for our process or organization. We can use the same method of finding what content attracts them and avoiding it. ?
  • 9. Two Types Of Persona Characteristics Buyer Personas are not an entirely new concept, but they’ve traditionally focused on demographic characteristics. Because Inbound marketing is fundamentally attraction based – and attraction is a psychographic characteristic – to effectively create content we need to define these characteristics as well. ?
  • 10. How Do You Socialize A Buyer Persona? So you’ve done the research and conducted all the interviews … you’ve finally figured out who your buyer persona is. Congratulations! But how do you communicate that new understanding of your target customer with your entire organization? After all, if your sales and marketing teams don’t understand who they’re speaking to, it’s hard to craft a message that really resonates. ?
  • 12. Company ABC Buyer Persona Overview Month, Year Insert your company name, as well as the month and year in the gray text on this slide.
  • 13. Persona Name BACKGROUND: • Basic details about persona’s role • Key information about the persona’s company • Relevant background info, like education or hobbies DEMOGRAPHICS: • Gender • Age Range • HH Income (Consider a spouse’s income, if relevant) • Urbanicity (Is your persona urban, suburban, or rural?) IDENTIFIERS: • Buzz words • Mannerisms You can find this information by administering online surveys of your target audience.
  • 14. Persona Name GOALS: • Persona’s primary goal • Persona’s secondary goal CHALLENGES: • Primary challenge to persona’s success • Secondary challenge to persona’s success HOW WE HELP: • How you solve your persona’s challenges • How you help your persona achieve goals Conduct interviewswith your targetaudience to learnabout their goals andchallenges in moredetail.
  • 15. Persona Name REAL QUOTES: • Include a few real quotes – taken during your interviews – that represent your persona well. This will make it easier for employees to relate to and understand your persona. COMMON OBJECTIONS: • Identify the most common objections your persona will raise during the sales process. Identifying common objections will help your sales team be better prepared during their conversations.
  • 16. Persona Name MARKETING MESSAGING: • How should you describe your solution to your persona? • Do they respond differently to different messaging (humor, memes, aggressiveness, etc.) ELEVATOR PITCH: • Make describing your solution simple and consistent across everyone in your company. Establishing your messaging prepares your entireorganization toconvey the same message. Including a real photo from Creative Commons or iStockphoto helps everyone envision the same person.
  • 17. An Example of a Complete Buyer Persona3
  • 18. Sample Sally BACKGROUND: • Head of Human Resources • Worked at the same company for 10 years; worked her way up from HR Associate • Married with 2 children (10 and 8) DEMOGRAPHICS: • Skews female • Age 30-45 • Dual HH Income: $140,000 • Suburban IDENTIFIERS: • Calm demeanor • Probably has an assistant screening calls • Asks to receive collateral mailed/printed
  • 19. Sample Sally GOALS: • Keep employees happy and turnover low • Support legal and finance teams CHALLENGES: • Getting everything done with a small staff • Rolling out changes to the entire company HOW WE HELP: • Make it easy to manage all employee data in one place • Integrate with legal and finance teams’ systems
  • 20. Sample Sally REAL QUOTES: • “It’s been difficult getting company- wide adoption of new technologies in the past.” • “I don’t have time to train new employees on a million different databases and platforms.” • “I’ve had to deal with so many painful integrations with other departments’ databases and software.” COMMON OBJECTIONS: • I’m worried I’ll lose data transitioning to a new system. • I don’t want to have to train the entire company on how to use a new system.
  • 21. Sample Sally MARKETING MESSAGING: • Integrated HR Database Management ELEVATOR PITCH: • We give you an intuitive database that integrates with your existing software and platforms, and lifetime training to help new employees get up to speed quickly.
  • 23. Content Creation • Blog  content • Non-­‐transac8onal  Conversion  Offers • Website  &  Graphic  Design • E-­‐mail  Copy  &  Design
  • 24. Content Creation • Blog  content • Non-­‐transac8onal  Conversion  Offers • Website  &  Graphic  Design • E-­‐mail  Copy  &  Design
  • 25. Sales • Psychographic  Characteris8cs  help  sales  know   how  to  approach  individual  leads: • How  does  this  persona  respond  to   aggressiveness? • What  creates  a  sense  of  urgency  for  them? • What  are  the  key  pain  points  the  solu8on   addresses? • What’s  the  prospects  level  of  sophis8ca8on?
  • 26. Services • What’s  the  customer’s  level  of  sophis8ca8on? • What  are  the  primary  features  that  aMracted   the  customer? • What  organiza8onal  or  experien8al  challenges   might  hinder  implementa8on? • What  unique  use  cases  can  be  used  to  upsell  or   retain  a  customer?  (DirecTV  FTW)
  • 27. Personas & Unit Economics • Since  Personas  are  aligned  across  all  elements   of  the  business,  you  can  iden8fy  and  define   individual  unit  economics  by  persona. • This  lets  marke8ng  and  sales  know  which   personas  to  pursue  to  drive  the  most   Enterprise  Value.
  • 28. Personas & Customer LTV • The  marke8ng  equa8on  doesn’t  end  with  lead   –  or  even  customer  –  acquisi8on. • Persona  characteris8cs  can  help  iden8fy  what   messaging  and  offers  an  exis8ng  customer  will   respond  to  that  can  increase  their  LTV.
  • 29. Learn From Our Mistakes: • HubSpot’s  ARG • MEME  in  E-­‐mails  Test • Ashley  Overload
  • 30. Let’s Make A Persona • Define  Demographics • Define  Psychographics • Name  The  Persona • Develop  Backstory • *What’s  Next?

Editor's Notes

  1. Why do I love eCommerce? If eComm was a country it’d rank 16th by GDP