Slides from PreSeed Academy #27: Build your first B2B buyer persona in startup sales

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PreSeed Academy
#27
Building B2B Buyer
Personas

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Nicolaj Højer Nielsen

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Today’s topic:
B2B Buyer personas
A buyer persona is a semi-
fictional representation of your
ideal customer based on
market research and real data
about your existing customers.

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Nicolaj Højer Nielsen (09.00-09.15)
Serial entrepreneur, investor and
external lecturer at Copenhagen
Business School
Welcome and
introduction

5. 5
Caragh Kennedy (09.15-09.45)
@Hubspot
How to build your own
B2B Buyer Persona
+ live Q&A (9.45-9.55)

6. 6
Scarlett Pierce (09.55-10.15)
@Capdesk
Building Buyer Personas at
Capdesk

7. 7
LIVE Q&A Session (10.15-10.30)
Scarlett & Nicolaj
How to build B2B buyer
personas?

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Q & A (and UPVOTE)

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The 10-minute introduction to
b2b buyer personas
Nicolaj Højer Nielsen

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The reality for most b2b startups:
…In the beginning – you are VERY opportunistic

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The problem with selling to ”everyone”
Very different needs!
In regards to both “product” and
“sales/marketing”
..and your startup have very
limited resources

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Why segmentation is not enough (1)
…It doesn’t explain WHY the
organization is buying the product

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Why segmentation is not enough (2)
The core of most b2b sales/marketing:
Multiple stakeholders – often with different wants and needs

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Proposed solution
1. Understand their basic needs
(“Jobs-To-Be-Done-Theory”)
2. Build (and use) buyer personas

15. 15
Caragh Kennedy (09.15-09.45)
@Hubspot
How to build your own
B2B Buyer Persona
+ live Q&A (9.45-9.55)

16. 16
Scarlett Pierce (09.55-10.15)
@Capdesk
Building Buyer Personas at
Capdesk

17. 17
LIVE Q&A Session (10.15-10.30)
Scarlett & Nicolaj
How to build B2B buyer
personas?

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Don’t be a stranger
www.preseedacademy.dk
8. januar 2021, 09-11 AM CET