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Build your own B2B Buyer
Persona
What would your theme
tune be going into a
wrestling ring?
Hi, I’m Caragh ...
@startupinbound
What are we talking
about today?
Buyer Personas
How can we save time and money?
Today’s Agenda
● What is a Buyer Persona?
● How to Create Buyer Personas
[Free Tool]
● How to use Buyer Personas
What is a Persona?
Definition:
Semi-fictional representations of your ideal customer
based on real data and some select educated
speculation about customer demographics,
behaviour patterns, motivations, and goals.
How to Create a
Buyer Persona
● https://www.hubspot.com/make-my-persona
Persona Development
Who are your customers?
How old?
Job role?
Experience?
Family? Goals?
Challenges?
What keeps them up at night?
List out every detail imaginable.
Persona Development
Am I building something
people want?
What is your Unique Value
Proposition?
UVP: A bundle of benefits, from a
customer’s perspective, which
summarizes why customers turn
to your company.
Key Activities
Sounds like we need
to dig deeper!
How to use buyer
Personas
Who REALLY is Felix Lopez?
Name, Job Title, Like
Chocolate Ice-cream
Live interactions with
Website pages - Looking
for a position in HubSpot
Automated Communication,
tasks set to follow up, log
activities
Interested in
New Series A
program for
Startups -
Reach out
ASAP
Managed by Caragh
Kennedy, EMEA, MRR
4K
All Sales,
Marketing &
Customer
Communication
There are a lot of ways you can use your
buyer personas to fuel better marketing,
sales, and service initiatives.
● Use language that your persona is familiar with.
● Segment your list of contacts by buyer persona.
● Create a piece of content with a specific persona in mind.
● Audit your existing content for persona alignment.
● Combine personas with lifecycle stages to map out content
ideas.
● Use dynamic content to tailor your website to different
personas.
● Do some co-marketing with companies that your personas
follow.
● Reallocate your ad spend.
● Reallocate your human resources.
I would like to introduce you to Timmy.
Timmy is like… Your average IT buyer!
What Timmy’s purchasing process used to
look like. Back in 1999...
Conference
Sales call
Onsite meeting
Purchase
Happy customer
Linear buyer journey
Awareness Consideration Decision
Conference
Sales call
Onsite meeting
Purchase
Happy customer
Relying heavily on sales
Marketing Sales
Conference
Sales call
Onsite meeting
Purchase
Happy customer
Now how about Timmy’s
buying journey in 2020?
Scrolls through LinkedIn one evening...
Finds an interesting post...
Clicks through and lands on a blog...
Realizes he needs to take action!
So he discusses the topic with his team
Follows up with Google research...
And downloads an Ebook...
Etc.
It will end up looking something like this
Social media ad
Blog Article
Event
Google
search
Content
download
Email
nurture
Sales
call
Webinar
Email
sequence
Sales call
Content
download
Purchase
Onboarding
Support ticket
Newsletter
Or actually...
Social media ad
Blog Article
Event
Google
search
Content
download
Email
nurture
Sales
call
Webinar
Email
sequence
Sales call
Content
download
Purchase
Onboarding
Support ticket
Newsletter
Social media ad
Blog Article
Event
Google
search
Content
download
Email
nurture
Sales
call
Webinar
Email
sequence
Sales call
Content
download
Demo
Content
download
Purchase
Meeting
Awareness
Consideration
Decision
Or even better...
Switching from sales to marketing
Marketing Sales
Marketing Sales Services
Then
Now
In other words...
“Yes, hello. We’re still on hold”
Flywheel Free of Friction
Funnel Full of
Friction
Better Experience EraBetter Product Era
Today, It’s not what you sell...it’s
how you sell and how you go to
market!
Our selling motion has to
match the way our buyers
would like to engage with
us
Here’s how we can connect...
Is it intuitive and easy for people to purchase?
6 Key Steps to a Sales
Process
01
Prospecting
The process of sourcing
new, early-stage leads to
begin working through the
sales process - conducted
by BDR team
02
Connecting and
qualifying early
Initiating contact with
prospects with the aim of
kickstarting sales process,
qualifying if they’re a good
fit for your business
03
Research/discovery
Understanding key
challenges of this persons
industry, identifying needs
of their business,
discovering plans and
goals of the business
6 Key Steps to a Sales
Process
04
Presenting
Time to present the key areas
your product can help your
prospect to achieve their
goals and overcome current
pain points identified
05
Handling Objections
Listening to your prospects
questions and objections to
tailor your product fit to their
needs and goals
06
Closing
Getting commitments,
negotiating contracts
and setting timeline for
contract close dates
Summary Slide
● Think “always be helping” - be as informative as possible
● Stay true to your mission and values; thinking long term versus
short term
● Be proactive & transparent with your prospects and potential
customers
● Your content strategy today, will set you up for success when
things return - long term success
● Have a plan for when everything returns - what are you doing on
that day!
● Reduce churn, it’s a silent killer for your business and cash flows
● Customer behaviour has changed, adapt your marketing strategy
to meet ‘new’ needs
Thank you
HubSpot for Startups
Seed
www.hubspot.com/startups
1:1 strategy consulting
office hours and 24/7
customer support
Inbound marketing and
sales education and
software onboarding
90% off HubSpot Growth
Suite for eligible
seed-stage startups
90%

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PreSeed Academy #27 - Caragh Kennedy (Hubspot)

  • 1. Presented by Build your own B2B Buyer Persona
  • 2.
  • 3. What would your theme tune be going into a wrestling ring?
  • 4. Hi, I’m Caragh ... @startupinbound
  • 5.
  • 6.
  • 7. What are we talking about today?
  • 9. How can we save time and money?
  • 10. Today’s Agenda ● What is a Buyer Persona? ● How to Create Buyer Personas [Free Tool] ● How to use Buyer Personas
  • 11. What is a Persona? Definition: Semi-fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behaviour patterns, motivations, and goals.
  • 12. How to Create a Buyer Persona ● https://www.hubspot.com/make-my-persona
  • 13.
  • 14. Persona Development Who are your customers? How old? Job role? Experience? Family? Goals? Challenges? What keeps them up at night? List out every detail imaginable.
  • 16.
  • 17.
  • 18.
  • 19. Am I building something people want? What is your Unique Value Proposition? UVP: A bundle of benefits, from a customer’s perspective, which summarizes why customers turn to your company.
  • 21. Sounds like we need to dig deeper!
  • 22. How to use buyer Personas
  • 23. Who REALLY is Felix Lopez? Name, Job Title, Like Chocolate Ice-cream Live interactions with Website pages - Looking for a position in HubSpot Automated Communication, tasks set to follow up, log activities Interested in New Series A program for Startups - Reach out ASAP Managed by Caragh Kennedy, EMEA, MRR 4K All Sales, Marketing & Customer Communication
  • 24. There are a lot of ways you can use your buyer personas to fuel better marketing, sales, and service initiatives.
  • 25. ● Use language that your persona is familiar with. ● Segment your list of contacts by buyer persona. ● Create a piece of content with a specific persona in mind. ● Audit your existing content for persona alignment. ● Combine personas with lifecycle stages to map out content ideas. ● Use dynamic content to tailor your website to different personas. ● Do some co-marketing with companies that your personas follow. ● Reallocate your ad spend. ● Reallocate your human resources.
  • 26. I would like to introduce you to Timmy.
  • 27. Timmy is like… Your average IT buyer!
  • 28. What Timmy’s purchasing process used to look like. Back in 1999... Conference Sales call Onsite meeting Purchase Happy customer
  • 29. Linear buyer journey Awareness Consideration Decision Conference Sales call Onsite meeting Purchase Happy customer
  • 30. Relying heavily on sales Marketing Sales Conference Sales call Onsite meeting Purchase Happy customer
  • 31. Now how about Timmy’s buying journey in 2020?
  • 32. Scrolls through LinkedIn one evening...
  • 34. Clicks through and lands on a blog...
  • 35. Realizes he needs to take action!
  • 36. So he discusses the topic with his team
  • 37. Follows up with Google research...
  • 38. And downloads an Ebook...
  • 39. Etc.
  • 40. It will end up looking something like this Social media ad Blog Article Event Google search Content download Email nurture Sales call Webinar Email sequence Sales call Content download Purchase Onboarding Support ticket Newsletter
  • 41. Or actually... Social media ad Blog Article Event Google search Content download Email nurture Sales call Webinar Email sequence Sales call Content download Purchase Onboarding Support ticket Newsletter
  • 42. Social media ad Blog Article Event Google search Content download Email nurture Sales call Webinar Email sequence Sales call Content download Demo Content download Purchase Meeting Awareness Consideration Decision Or even better...
  • 43. Switching from sales to marketing Marketing Sales Marketing Sales Services Then Now
  • 45. “Yes, hello. We’re still on hold”
  • 46. Flywheel Free of Friction Funnel Full of Friction Better Experience EraBetter Product Era
  • 47. Today, It’s not what you sell...it’s how you sell and how you go to market!
  • 48. Our selling motion has to match the way our buyers would like to engage with us
  • 49. Here’s how we can connect...
  • 50. Is it intuitive and easy for people to purchase?
  • 51. 6 Key Steps to a Sales Process 01 Prospecting The process of sourcing new, early-stage leads to begin working through the sales process - conducted by BDR team 02 Connecting and qualifying early Initiating contact with prospects with the aim of kickstarting sales process, qualifying if they’re a good fit for your business 03 Research/discovery Understanding key challenges of this persons industry, identifying needs of their business, discovering plans and goals of the business
  • 52. 6 Key Steps to a Sales Process 04 Presenting Time to present the key areas your product can help your prospect to achieve their goals and overcome current pain points identified 05 Handling Objections Listening to your prospects questions and objections to tailor your product fit to their needs and goals 06 Closing Getting commitments, negotiating contracts and setting timeline for contract close dates
  • 53. Summary Slide ● Think “always be helping” - be as informative as possible ● Stay true to your mission and values; thinking long term versus short term ● Be proactive & transparent with your prospects and potential customers ● Your content strategy today, will set you up for success when things return - long term success ● Have a plan for when everything returns - what are you doing on that day! ● Reduce churn, it’s a silent killer for your business and cash flows ● Customer behaviour has changed, adapt your marketing strategy to meet ‘new’ needs
  • 54.
  • 56. HubSpot for Startups Seed www.hubspot.com/startups 1:1 strategy consulting office hours and 24/7 customer support Inbound marketing and sales education and software onboarding 90% off HubSpot Growth Suite for eligible seed-stage startups 90%