Learn how to research a market and develop buyer personas for all of your target markets. This deck covers the fundamentals of customer segmentation, including gathering market information, how to pull that information into a cohesive buyer persona, and examples of Hubspot's buyer personas. Slides from a class taught by Hubspot's Sam Mallikarjunan.
What Are BuyerPersonas?Buyer personas are fictional representations of your ideal customers.They are based on real data about customer demographics and onlinebehavior, along with educated speculation about their personalhistories, motivations, and concerns.?
Why Are BuyerPersonas So Key?The personalized and highly targeted capabilities provided by effectivebuyer personas are how you can be competitive with massive long-tailfirms like Amazon.com.?
How Are BuyerPersonas Created?Buyer personas are created through research, surveys, and interviews ofyour target audience. That includes a mix of customers – both “good” and“bad” -- prospects, and those outside of your contact database who mightalign with your target audience. You’ll collect data that is both qualitativeand quantitative to paint a picture of who your ideal customer is, what theyvalue, and how your solution fits into their daily lives.?
ExclusionaryPersonasTypically identified by the Sales or Services departments of a firm,Exclusionary Personas help us know what types of leads andcustomers make bad fits for our process or organization. We can usethe same method of finding what content attracts them and avoidingit.?
Two Types OfPersonaCharacteristicsBuyer Personas are not an entirely new concept, but they’vetraditionally focused on demographic characteristics. BecauseInbound marketing is fundamentally attraction based – and attractionis a psychographic characteristic – to effectively create content weneed to define these characteristics as well.?
How Do YouSocialize ABuyer 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 targetcustomer with your entire organization? After all, if your sales andmarketing teams don’t understand who they’re speaking to, it’s hardto craft a message that really resonates.?
Company ABCBuyer Persona OverviewMonth, YearInsert your companyname, as well as themonth and year in thegray text on this slide.
Persona NameBACKGROUND:• Basic details about persona’s role• Key information about the persona’scompany• Relevant background info, like educationor hobbiesDEMOGRAPHICS:• Gender• Age Range• HH Income (Consider a spouse’s income,if relevant)• Urbanicity (Is your persona urban,suburban, or rural?)IDENTIFIERS:• Buzz words• MannerismsYou can find thisinformation byadministering onlinesurveys of your targetaudience.
Persona NameGOALS:• Persona’s primary goal• Persona’s secondary goalCHALLENGES:• Primary challenge to persona’s success• Secondary challenge to persona’ssuccessHOW WE HELP:• How you solve your persona’schallenges• How you help your persona achievegoalsConduct interviewswith your targetaudience to learnabout their goals andchallenges in moredetail.
Persona NameREAL QUOTES:• Include a few real quotes – takenduring your interviews – thatrepresent your persona well. Thiswill make it easier for employeesto relate to and understand yourpersona.COMMON OBJECTIONS:• Identify the most commonobjections your persona will raiseduring the sales process.Identifying commonobjections will helpyour sales team bebetter preparedduring theirconversations.
Persona NameMARKETING MESSAGING:• How should you describeyour solution to yourpersona?• Do they respond differentlyto different messaging(humor, memes,aggressiveness, etc.)ELEVATOR PITCH:• Make describing yoursolution simple andconsistent across everyonein your company.Establishing yourmessaging preparesyour entireorganization toconvey the samemessage.Including a real photofrom CreativeCommons oriStockphoto helpseveryone envision thesame person.
Sample SallyBACKGROUND:• Head of Human Resources• Worked at the same company for 10years; worked her way up from HRAssociate• Married with 2 children (10 and 8)DEMOGRAPHICS:• Skews female• Age 30-45• Dual HH Income: $140,000• SuburbanIDENTIFIERS:• Calm demeanor• Probably has an assistant screening calls• Asks to receive collateral mailed/printed
Sample SallyGOALS:• Keep employees happy andturnover low• Support legal and finance teamsCHALLENGES:• Getting everything done with asmall staff• Rolling out changes to the entirecompanyHOW WE HELP:• Make it easy to manage allemployee data in one place• Integrate with legal and financeteams’ systems
Sample SallyREAL QUOTES:• “It’s been difficult getting company-wide adoption of new technologies inthe past.”• “I don’t have time to train newemployees on a million differentdatabases and platforms.”• “I’ve had to deal with so many painfulintegrations with other departments’databases and software.”COMMON OBJECTIONS:• I’m worried I’ll lose data transitioning toa new system.• I don’t want to have to train the entirecompany on how to use a new system.
Sample SallyMARKETING MESSAGING:• Integrated HR DatabaseManagementELEVATOR PITCH:• We give you an intuitive databasethat integrates with your existingsoftware and platforms, and lifetimetraining to help new employees getup to speed quickly.
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?