Presentation from the Jacksonville HUG meetup on 2/4/16.

1. Building & Perfecting
Customer Profiles
JAX HUG

2. Drew
Himel
PRESIDENT & CEO
PCR AGENCY
SPEAKER

3. Morgan
Jenkins
MARKETING STRATEGIST
PCR AGENCY
HUG LEADER

4. FIRST THINGS FIRST
Jacksonville HUG Website
LinkedIn Group
morgan@pcragency.com
CONNECT

5. FIRST THINGS FIRST
4 meetings per year (1 per quarter)
Speakers Welcome
HubSpot Professionals
MEET UP
Next Meetup: Thursday, 5/19/16

6. Building & Perfecting
Customer Profiles
ON TO THE GOOD STUFF

7. HOW
WHAT
WHY

8. WHAT ARE CUSTOMER PERSONAS?
Customer Persona
/ˈkəstəmər pərˈsōnə/
A semi-fictional representation of your ideal
customer based on market research and real
data about your existing audience.
IDEAL USER
Demographic
Attitude
Behavior
See: Buyer Persona

9. WHAT ARE CUSTOMER PERSONAS?
They guide
product & service
development
They paint a well
researched
picture
They create
valuable, focused
content
They align your
business and
marketing goals

10. HOW TO BUILD CUSTOMER PROFILES
Five Easy
Steps

11. DEVELOP PERSONAS IN FIVE EASY STEPS
1 2 3 4 5
Identify what
questions
to ask
Determine
research
methods
Compile
research and
answers
Complete the
Persona
Worksheet
Use
Hubspot Lead
Intelligence

12. DETAIL QUESTION TO ASK
Role
● What is your job role? Your title?
● What is a typical day for you?
● What skills are required?
● What knowledge and tools do you use?
● Who do you report to? Who reports to you?
Company/Organization
● What industry or industries does your company work/is your role in?
● What is the size of your company/organization (revenue, employees)?
Goals
● What are you responsible for?
● What does it mean to be successful in your role?
Challenges ● What are your biggest challenges?
Watering Holes
● How do you learn about new information for your job?
● What publications or blogs do you read?
● What associations and social networks do you belong?
Background ● Age, Family (married, children), Education
Purchasing Behaviors
● How do you prefer to interact with vendors? (email, phone, in person)
● Do you use the internet to research vendors or products? If yes, how do
you search for information?
IDENTIFY THE
QUESTIONS
TO ASK
1

13. DETERMINE RESEARCH METHODS
2
INTERVIEW CURRENT CUSTOMERS
They are the non-fictional embodiment of your personas
TALK TO YOUR SALES TEAM
They are well-versed in your customers’ pain points, need
and interactions of your brand
USE HUBSPOT LEAD INTELLIGENCE
Because it’s awesome and super-duper helpful

14. HUBSPOT LEAD INTELLIGENCE
!
Content
offers that
interest them
Topics they
read about
Types of
content they
gravitate to
The social
networks they
use and how

15. COMPILE RESEARCH
3
BUCKET
FINDINGS
Collecting data
in one place
reveals trends
and similarities
RESEARCH
TOOLS
Excel
Google Sheets
Evernote

16. COMPLETE
PERSONA
WORKSHEET
4

17. TRANSFORM WORKSHEETS
5
FOCUS ON BEHAVIORS
Focus on motives behind behaviors
KEEP PERSONAS FICTIONAL BUT REALISTIC
No one has a one-size fits all customer
TELL A STORY
Don’t just list facts about them

18. FIVE
CHAPTER
STORY
!
Job and demographic
information
What does a day in their
life look like?
What are their challenges
or pain points?
Where do they go for
information?
What common objectives do
they have with your product?
1
2
3
4
5

19. SAMPLE
PERSONA
He lives in the suburbs with his family and is the owner of his own
business that he started after 20 years of experience in his industry. He
only has a few employees (if any) and spends most of his days keeping
the business running and doing sales. Ollie is his business, he wears
many hats, he's the face of the company, and he puts in long hours -
even digging into some finance operations on the weekend. When he’s
not working on his business, he’s working on refinishing his basement.
Ollie has no experience with marketing and has hired an outside
webmaster (or his son/daughter/wife) to set up a website and design
direct mail. He wants to generate more sales for his business, and is
interested in how he can use his website to help him get there.
He’s beginning to use LinkedIn to connect with other small business
owners, but he’s worried he won’t be able to or have time to use
marketing software or services himself and that people in his industry
aren’t “this advanced.” Ollie wants to be in control of the sales process
and needs to trust the company he’s buying from.
Mid 40’s • Married • $60k • 2 Children
OLLIE OLERSON

20. YOU CREATE
A PERSONA, HUBSPOT
CREATES:
Persona Profile1
2
3
Contact Property
Four Lists

21. ADDING PERSONAS TO FORMS

22. Any time this property
appears on a form, contacts
can self-identify
CREATE NEW PERSONA
DESCRIBE YOURSELF

23. To get on a list, contacts can manually be assigned to
personas, be imported, or can opt-in on forms.
PERSONAS BY LIFECYCLE LISTS

24. THINGS TO
REMEMBER
ABOUT
CUSTOMER
PROFILES
They require
research and effort
1
2
3
They should be fictional, yet
representative of your real customers
They should be used as a foundation
for your content generation
4 They change overtime