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Marketing Personas (product camp jul2015)

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Persona creation is a critical part of understanding your product buyers and target audience. It helps you hold to a consistent brand voice throughout your launch, awareness campaign, social media efforts, or product marketing campaigns. Most importantly personas serve as quick reminders about the audience to whom you are communicating, including how to speak with them in their language.

This session will discuss the key elements of building personas, sources of information for your research, and a review of several FREE online tools available to help create your key personas. Meant as an interactive session, drawing in some of the key learnings, experiences, and best practices experienced by the Product Management / Marketing audience.

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Marketing Personas (product camp jul2015)

  1. 1. Marketing Personas Charles Dimov @CDimov StrategyD.org
  2. 2. Agenda • What • Why • How • Tools • Best Practices… Photo:TheFashionApprentice.com<http://ow.ly/MYl80>
  3. 3. How well we communicate is determined not by how well we say things but how well we are understood - Andrew Grove - Photo:LegoFan-Tastic<http://ow.ly/MY3Qv>
  4. 4. What
  5. 5. Marketing • CEB: studied 1,400+ B2B customers across industries revealing that 57% of a typical purchase decision is made before a customer even talks to a supplier (1) • SeriusDecisions: 67% of the buyer’s journey is now done digitally (2) KNOW YOUR CUSTOMERS Sources:(1)“TheEndofSolutionsSales,”CEB,2013<http://ow.ly/MX1vO> (2)“TheMythsofthe67%statistic”MeganHeuer,SeriusDecisions,Jul2013<http://ow.ly/MX32z>
  6. 6. Defining Personas are fictional, generalized representations of your ideal customers(1) Source:(1)“ThedefinitionofaBuyerPersona,”Hubspot,Mar2014<http://ow.ly/MX5yy>
  7. 7. Examples
  8. 8. HOW to use it? • Targeted Messages • Engaging Content (Web, Product Marketing…) • Content speaks to Needs customers (wants, goals, desires, pain points, needs) • Common understanding of ideal customer • Consistency (Product Marketers, Social Media Planner, PR Person…) • Channel: Where to communicate • Speak in customer’s language
  9. 9. Why
  10. 10. Marketing • Ideas@Work: Personas to develop email campaigns: (1) 2x Open Rate 5x Click Through Rate (CTR) • Hubspot: Personas for Websites 2x – 5x more effective & easier to use (2) Persona for Email campaigns: +14% CTR +10% Conversion 18x more revenue than Generic Email Sources:(1)“ROI&BuyerPersonasinB2BMarketing,”VanMorris–Ideas@WorkBlog (2)“TheScienceofBuildingBuyerPersonas”Hubspot,Dec2014
  11. 11. How
  12. 12. 5 Steps • Define Target Market • Research • Summarize Persona & Attributes • Communicate • Revisit
  13. 13. Target • Who are recipients of my communication? • Who do I want to educate, update, influence or inform? • Customer Segments
  14. 14. Research • Questions to ask • Assumption Maps • Ethnographic • Multiple Choice Surveys • Focus Groups • Analytics • Internal Data Photo:JayBrick’sBlog<http://ow.ly/MXBjm>
  15. 15. Research • Start at the End • What helps team the most? • Define Persona profile • Interview Audience
  16. 16. Research • Twitter Analytics • Google Analytics • Facebook Insights
  17. 17. Persona Elements • Demographic Summary • Goals • Pain Points • Quotes
  18. 18. Persona Elements • Demographics (age, income, marital status, kids…) • Pressure / Challenges • Desires (business / family / life) • Media preference (email, direct mail, Twitter, Facebook, chatter, phone call …), • Typical workday, favourite time to engage with media, • Geographic area / building • interests: work – life – hobby • Key Objectives: grow sales, cost reduction, optimize resources, improve efficiency, create strategy • Psychological profile: DISC / Birkman Quadrants / Standout • Position: influencer, decision maker, budget owner, problem owner, champion, mentor… • Concerns (product opportunity, industry, position, hot buttons) • Direct Quotes from customers (language / style / voice)
  19. 19. Summarize • Data Analysis • Cluster Interviews • # Personas needed • Key Attributes • Create Personas
  20. 20. Summarize
  21. 21. Communicate • Project Team • Team Driving Initiative • Change Agents • Key Stakeholders • Communicators • Explain how to use Personas Source:www.Conrad.com<http://ow.ly/MXXL7>
  22. 22. Revisit • Customer change • Needs change • Revisit Personas (every 3 – 12 mo. Internal)
  23. 23. Tools
  24. 24. Free Web Tools
  25. 25. • Create Interview questions • Structure your approach • Templates • Writing/Talking style quotes • Personalization story • Impactful Summary Free Web Tools
  26. 26. Extensio
  27. 27. Extensio
  28. 28. HubSpot
  29. 29. Kayak
  30. 30. Best Practices
  31. 31. Best Practices in Your Firms?
  32. 32. Key Points
  33. 33. Keys Points (5 Steps) • Define Target Market • Research • Summarize Persona & Attributes • Communicate • Revisit
  34. 34. Resources • Strategy D for Digital Marketing http://strategyd.org/marketing-personas-still-relevant/ http://strategyd.org/personas-5-quick-steps/ http://strategyd.org/persona-tool-review/ • Ideas@Work Blog http://blog.mltcreative.com/ROI-Buyer-Personas-in-B2B-Marketing • Hubspot http://knowledge.hubspot.com/contacts-user-guide/how-to-create-personas
  35. 35. Final Thought
  36. 36. How far can you take it? Photo:“ThescienceandengineeringbehindLegoMan’sballoonvoyage”MaryOrmsby,TorontoStar <http://ow.ly/MXHvy>
  37. 37. Marketing Personas Charles Dimov @CDimov StrategyD.org

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