The "persona" is one of the most important exercises you need to create a relevant integrated marketing campaign. Many campaigns fail because the marketer doesn't know enough about what their audience cares about or how they make business decisions. The persona is a tool that helps marketers emphasize with their buyers. Personas create a connection between the marketer and the buyer like no other marketing tool can. This presentation give an overview of how to create, critique, and apply a persona to your own business. The material is covered in detail in my book, The Marketing High Ground. And check out my new online course: Create High Impact B2B Personas in 4 Easy Steps. The course is offered at Udemy.com.
Whoever understands the customer best, wins!
How well do you know your target market? Can you paint a clear picture of their interests, desires, as well as the problems they are trying to solve? How about their buying process? Using job titles alone is not enough to focus your go-to-market strategy. Marketers must be able to empathize with their target audiences. Building a PERSONA is one of the most helpful steps you can take because without a 360 degree perspective, your lead generation programs are destined to failure. Your messaging will seem random and you won't capture the attention of your target audience.
Great marketing starts with a clean and focused understanding of your prospects and what makes them tick. The PERSONA exercise is the fastest way to capture this information and align your sales and marketing teams.
This presentation is from the mini-guidebook, The Marketing High Ground series: How to build a Persona. The mini-guidebook offers much more information on the technique, templates, and examples.