Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

120 5-steps to hyper focused personas (josh martin)

37 views

Published on

ProductCamp Boston May 12 2018

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

120 5-steps to hyper focused personas (josh martin)

  1. 1. 1 Logi Analytics Confidential & Proprietary
  2. 2. 2 Logi Analytics Confidential & Proprietary
  3. 3. 3 Logi Analytics Confidential & Proprietary Josh Martin Director of Product Marketing at Logi Analytics. Responsible for: • Personas • Positioning • Competitive Differentiators • ….and lots of other stuff no one gives me credit for I have 15+ years of professional experience: • Analyst  Product Person  Product Marketing E-Mail me: Josh.Martin@logianalytics.com
  4. 4. 4 Logi Analytics Confidential & Proprietary Agenda 1 Logi’s Challenge 2 The 5-Step Persona Process 3 The Results
  5. 5. 5 Logi Analytics Confidential & Proprietary5 Logi Analytics Confidential & Proprietary Logi’s Challenge
  6. 6. 6 Logi Analytics Confidential & Proprietary About Logi • Global HQ: McLean, VA • Analytics Development Platform • Allows for rapid development of tailored analytical applications
  7. 7. 7 Logi Analytics Confidential & Proprietary Our Challenge • Wanted to enter the growing data discovery market – Launched Logi Vision in 2015 • Targeted a wide range of buyers • Lost focus on core product • developers • product managers • teachers • doctors • construction workers • executives • clergy • lawyers • data analysts • CMOs • data scientists • etc.
  8. 8. 8 Logi Analytics Confidential & Proprietary Sales Execution Suffered
  9. 9. 9 Logi Analytics Confidential & Proprietary Marketing Efficiency Suffered
  10. 10. 10 Logi Analytics Confidential & Proprietary Messaging
  11. 11. 11 Logi Analytics Confidential & Proprietary Our Eureka Moment • Reviewed closed-won deals and reasons we won • Analyzed when we were losing opportunities in the funnel • Evaluated our cost per lead and conversion rates Eureka! Our market niche was application teams (product managers and developers)
  12. 12. 12 Logi Analytics Confidential & Proprietary12 Logi Analytics Confidential & Proprietary Our Solution: A Detailed Persona
  13. 13. 13 Logi Analytics Confidential & Proprietary Define Research Shape Socialize Act Persona Development that Works
  14. 14. 14 Logi Analytics Confidential & Proprietary A Rigorous Methodology • Best of Breed Framework • 20+ Sales Calls • 30+ PM Sites evaluated • 000’s Survey Datapoints • 50+ Linkedin Job Postings & Profiles • 200+ articles read • Psychological tests and analysis • In-Person Meetings Time spent : 50+ hours
  15. 15. 15 Logi Analytics Confidential & Proprietary Your CRM System Key Questions • Who are our winning POCs? • What are their titles? • Who are their influencers? • Are there consistent themes on deals we win? Goal: Who do we win with? Define Research Shape Socialize Act
  16. 16. 16 Logi Analytics Confidential & Proprietary Customer/Prospect Interviews Key Methods • Win/loss surveys • User Conference meetings • Online Survey • Customer success meetings • Industry events Define Research Shape Socialize Act
  17. 17. 17 Logi Analytics Confidential & Proprietary Marketing Campaigns Key Insights • Who was reading our material? • Who was converting to opportunities? • Which material resonated most? • Who opened e-mails? • Who unsubscribed? Define Research Shape Socialize Act
  18. 18. 18 Logi Analytics Confidential & Proprietary The 3-Phase Approach Initial fact finding • Use easily accessible sources • Start broad • Collect everything Define Research Shape Socialize Act Probe for more detail • Consider how others will use the information 1 Parse & analyze • Group relevant information • Create a picture of the persona 2 3
  19. 19. 19 Logi Analytics Confidential & Proprietary The Resources Phase 1 – “Easy” Data Phase 3 – “Deeper” Data • Social Security Administration Database • Survey data from groups/associations • Listen to calls with prospects and customers • Win-Loss surveys • Persona-targeted articles/blogs • Groups on Linkedin • Follow influencers • Conference topics • In-person meetings • Job postings • Linkedin profiles • A day in the life • Posts by your persona about their life/career 50+ hours of research and analysis Define Research Shape Socialize Act
  20. 20. 20 Logi Analytics Confidential & Proprietary Unexpected Sources Are buyer personas still too broad? – Personality types – Characters most like your persona – Movies your characters like Helpful resources: – PsychologyJunkie.com – MentalFloss.com – 16personalities.com Define Research Shape Socialize Act
  21. 21. 21 Logi Analytics Confidential & Proprietary Relatable Characterization Like our persona, they are misunderstood, pragmatic, have a clear sense of right and wrong and are leaders. Many fictional villains & misunderstood heroes are similar to our persona Define Research Shape Socialize Act
  22. 22. 22 Logi Analytics Confidential & Proprietary Shaping Our Buyer Persona • Demographic information • Picture • Personality type (i.e. personal motivation, favorite movies, etc.) • How they’re perceived • Job details/requirements • Aspects they like/dislike about their job • Biggest challenges • Watering holes • Influencers • Place in the buyer’s journey • Terminology Define Research Shape Socialize Act
  23. 23. 23 Logi Analytics Confidential & Proprietary Evolve & Iterate Persona 1.0: 20+ slides of detailed information Persona 2.0: major insight into his personality Persona 3.0: understanding his buying motivation Persona 4.0: understanding our buyers Define Research Shape Socialize Act
  24. 24. 24 Logi Analytics Confidential & Proprietary An Ongoing Evolution Define Research Shape Socialize Act
  25. 25. 25 Logi Analytics Confidential & Proprietary Themes: Passion 1. Making customers/people happy 2. Solving Problems 3. Building new stuff 4. Working with a team 5. Realizing great ideas “Making products people love” “The opportunity to take something that makes customers frustrated or angry and transform that into something a customer can love.” “I am equally terrified and excited every single day!” What I LOVE about being a PM
  26. 26. 26 Logi Analytics Confidential & Proprietary Introduce to all Kick-off meeting • Introduced the persona • Provided actionable takeaways Institutionalized the persona by thinking in terms of him •We discussed his pain •We discussed how to help him Continue to educate on the persona •Regular updates and discussions •Integrated into onboarding process for new hires Define Research Shape Socialize Act
  27. 27. 27 Logi Analytics Confidential & Proprietary Crazy Sh*t we haven’t done yet • Birthday parties for Michael • Quizzing employees on Michael’s breakfast habits Define Research Shape Socialize Act
  28. 28. 28 Logi Analytics Confidential & Proprietary Provide Takeaways • Slide deck with top takeaways for the relevant team • Key persona questions at each buyer’s journey stage • Terminology to use for more credibility • Elements of relevant top of the funnel (TOFU) content Define Research Shape Socialize Act
  29. 29. 29 Logi Analytics Confidential & Proprietary Key Info Provide Takeaways! Make it fun!
  30. 30. 30 Logi Analytics Confidential & Proprietary Impact on Collateral Everything has changed • Unique selling propositions • Competitive enablement • Content marketing • Advertising • E-Mails • Webinars • Call scripts, voicemails, etc. Define Research Shape Socialize Act
  31. 31. 31 Logi Analytics Confidential & Proprietary What Improved • Sales execution: Better Targeting • Marketing: Improved Efficiency • Messaging: Better overall brand feel • Positioning: Blue Ocean Define Research Shape Socialize Act
  32. 32. 32 Logi Analytics Confidential & Proprietary Our Website Before After Define Research Shape Socialize Act
  33. 33. 33 Logi Analytics Confidential & Proprietary Before & After Persona – Blog Before After Define Research Shape Socialize Act
  34. 34. 34 Logi Analytics Confidential & Proprietary Key Takeaways 1. Use existing data to identify your ideal buyer persona 2. Start high level and collect as much information as you can 3. Go deep to make your persona feel like a real person 4. Train your organization and keep educating them 5. Continue to evolve and richen the persona over time

×