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Persona Development Example

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Flip through these examples of the types of marketing personas we make for our clients. Contact us to learn more about our persona development services.

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Persona Development Example

  1. 1. ADVISORY SERVICES PERSONA DEVELOPMENT
  2. 2. When I choose a partner, I’m putting my reputation on the line. I need airtight security, scalability to match our growth and a price that gives me an advantage over my competitors. Persona 1 | Sr. VP / President of Technology Solutions AGE: 35+ SALARY: $150k+ EDUCATION: Bachelor’s in Computer Science, IT Management, Computer Engineering - Master’s preferred EXPERIENCE: 15+ years in IT industry What PAIN POINTS would a strong campaign address for this decision maker? Cost Compliance End-user satisfaction Security Brenda: Sr. VP / President of Technology Solutions TECHNOLOGY/MARKETING Industry conferences: technology Vendor hosted events Digital content: Investment News, Periodicals, Financial Planning MOTIVATIONS 35% Brenda needs a partner that is reliable and easily accessible for her staff to collaborate with. 35% Securing a knowledgeable and up-to-date partner that will guide Brenda’s team on evolving industry regulations and best-practice. 30% Finding an adaptable partner that can help scale services and expertise as needed, to support her department’s ability to pivot and meet their clients’ custom needs.
  3. 3. What actions might Brenda typically take, following a positive interface with Brafton? Brenda works closely with the other members of her procurement team and will take their opinions and research into consideration when making the final choice of a partner. The partner she selects will need to have a dependable history of fulfilling its work in a timely manner and being a complement to Brenda’s brand when out in the field representing her company. What influence might Brenda have over the decision maker? The final decision will come from Brenda. As the highest ranking member on the procurement team, her final choice in a partner will be reliant upon security, scalability and budget. What pain points would a strong campaign address for Brenda? Maintaining client data and scalability are crucial to Brenda’s need of a partner. As her company extends its services to clients of varying needs and sizes a vendor able to offer solutions while maintaining security at all times is a must. What messages would most resonate with this decision maker? One size does not fit all. Each business and the involved owners they work with have unique needs due to the size and demands of their clientele. Her chosen partner must be able to solve any problem it runs into and drive the best experience for its business partners as part of the advisory services team, not its own brand. The industry knowledge and expertise is an extension of the firm and driving the best value for the cost Brenda’s company pays is a big plus. At which stage in the funnel might Brenda engage? Awareness Interest Consideration Decision From the onset, Brenda is involved in the search to introduce a new partner, or search for a replacement of her current service provider. As the decision maker in the department with a vast knowledge across business and technology, Brenda’s knowledge and experience will be instrumental in qualifying a partner’s industry knowledge and ability to scale immediately. Persona 1 | Sr. VP / President of Technology Solutions
  4. 4. Our clients needs and challenges are unique to them. But how do we create and execute a turn-key solution that’s customized to their specific pain points? Persona 2 | VP, Professional Services - Advisor Technology Solutions AGE: 35+ SALARY: $110k+ EDUCATION: Bachelor’s in Computer Science or IT Management preferred EXPERIENCE: 10+ years in IT positions, experience in advisory industry a plus What PAIN POINTS would a strong campaign address for this decision maker? Cost Compliance End-user satisfaction Security John: VP, Professional Services - Advisor Technology Solutions TECHNOLOGY/MARKETING Industry conferences: technology Vendor hosted events Digital content: Investment News, Periodicals, Financial Planning MOTIVATIONS 35% Like Brenda, John needs a partner that is reliable and available. He wants a partner that’s an extension of his team and one that reflects well on his organization. 35% John is looking for a partner that will be able to integrate seamlessly with his team. As the day-to-day manager, on-the-ground synergy is important to him. 30% John manages up to Brenda and down to Nina. His partner will facilitate excellent client-side service toward his organization’s commercial goals for Brenda, and can make the on-the-ground team’s client-side interfaces as smooth and efficient as is possible for Nina.
  5. 5. What actions might John typically take, following a positive interface with Brafton? After speaking with Brafton and reviewing its secure protocols and end-user driven experience, John will do his own research. Pricing is a factor for him, after the impact his chosen partner has on the end-user experience. His partner needs to be flexible and work with his budget. What influence might John have over the decision maker? In smaller organizations, John could be the top- ranking technology officer in the company, and those with a larger technology department would leave John as the second-in-command. John has a direct line to the decision maker in the department when the responsibility does not fall on him. His needs and requests must be met as he works with the leader in the department on choosing the partner best fit for the size of his organization. What pain points would a strong campaign address for John? John is trusted by Brenda to understand their client’s business architecture and product management needs to make the lives of the advisors they service as easy as possible. In choosing a technology partner, John is looking for the individuals out in the field to be an extension of his company. Being knowledgeable, security-focused and consistently reliable are all points to address for him. What messages would most resonate with this decision maker? John must understand each client’s unique business requirements and ultimately is looking for a partner who speaks its language. The partner should speak to understanding businesses architecture, product management – specifically hardware solutions – and testing and providing technical support to make sure its services work. At which stage in the funnel might John engage? Awareness Interest Consideration Decision John reports directly to Brenda and has a considerable amount of input across all stages in the funnel. His primary responsibility is security. However, being more involved with their customers on a daily basis impacts how important picking the right partner is to John. He is involved in the selection process from the initial phone call through the final decision because his choice needs to be with a group that can work with any size business with little to no management. Persona 2 | VP, Professional Services - Advisor Technology Solutions
  6. 6. 60% Ensuring that the partner her management team has chosen is one that will be easy to collaborate with on a daily basis. She wants to work with a partner team that can be trusted completely but also work autonomously toward shared goals. My end users expect our tech to be easy – like it is in their personal lives. The days of clunky enterprise-level solutions are over. Persona 3 | Director of Technology Operations AGE: 30+ SALARY: $85k+ EDUCATION: Director of Technology Operations EXPERIENCE: 10+, 5+ years in leadership position What PAIN POINTS would a strong campaign address for this decision maker? Cost Compliance End-user satisfaction Security Nina: Director of Technology Operations TECHNOLOGY/MARKETING Industry conferences: technology Vendor hosted events Digital content: Investment News, Periodicals, Financial Planning MOTIVATIONS 40% Creating a satisfying experience for the end users. Their experience with our brand must be positive.
  7. 7. What actions might Nina typically take, following a positive interface with Brafton? Nina will not be responsible in making the end decision of which partner her company wants to work with, but she will have direct input up the decision-making chain. After speaking with Brafton, Nina will handle researching more around the company and its ability to scale services by client size and unique requests. What influence might Nina have over the decision maker? As the person working closest with the end users, Nina has a pulse on what problems and solutions are happening and the type of partner to help. She will not be included in the final discussions on which partner to choose, but she will provide her research and recommendations to John before he makes the final pick. What pain points would a strong campaign address for Nina? The outside partner her company chooses to be its voice and face on the ground should have the skill and ability to drive an incredible experience for the end user. Nina is well-versed in developing sophisticated architectures for the businesses she services and she expects the chosen partner to speak the same language and work collaboratively and independently on solutions. What messages would most resonate with this decision maker? Nina is involved after the need for a new or change in the company’s existing partner is evident. She has a lot to handle on a daily basis around serving her current customers, but her input around capabilities to service the end user and security put in place will be points of contention to her. At which stage in the funnel might Nina engage? Awareness Interest Consideration Decision The end choice does not come down to Nina’s preference, but her input will be considered. Once the leaders of her department decide bringing on a vendor or searching for a new vendor is important, they will include her in the search. Nina is busy working with her clients on a regular basis, but will be reviewing the prospective partners to better understand their impact on the end user, while joining meetings until the final decision comes down to her department leaders. Persona 3 | Director of Technology Operations

Flip through these examples of the types of marketing personas we make for our clients. Contact us to learn more about our persona development services.

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