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Building Buyer Personas, Product Roadmaps and More

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Is a new market primed for expansion? Will your products and services be easier to sell if they're packaged as a solution? Why is your product underperforming? (Hint: it's not price or features)

All of these questions and more can be answered once you know how to conduct a uniquely unscripted interview with a focused set of potential customers. In this interactive webinar, Adele Revella, CEO of Buyer Persona Institute and author of Buyer Personas, How to Gain Insight into Your Customer's Expectations, Align Your Marketing Strategies, and Win More Business (Wiley 2015) will reveal:

How to start every interview with the right question
Why the initial answers aren't helpful, and how to probe for real insight
How to focus on interviews with the most relevant people (and who will waste your time)
Techniques to build actionable personas with the interview results
Proven practices for aligning teams around your buyer's perspective

Published in: Marketing
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Building Buyer Personas, Product Roadmaps and More

  1. 1. AIPMM Webinar Series Building Buyer Personas, Product Roadmaps and More
  2. 2. Adele Revella Our Speakers
  3. 3. ©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Your webinar facilitators Adele Revella
  4. 4. How buyers make the choices we want to influence The Purpose of Buyer Personas
  5. 5. What motivates buyers to abandon the status quo How buyers make the choices we want to influence
  6. 6. The buyer’s perceptions about what will improve What motivates buyers to abandon the status quo How buyers make the choices we want to influence
  7. 7. What keeps buyers stuck, or prevents them from choosing us The buyer’s perceptions about what will improve What motivates buyers to abandon the status quo How buyers make the choices we want to influence
  8. 8. What keeps buyers stuck, or prevents them from choosing us The criteria buyers use to compare their options The buyer’s perceptions about what will improve What motivates buyers to abandon the status quo How buyers make the choices we want to influence
  9. 9. What process buyers follow and who is involved in the decision What keeps buyers stuck, or prevents them from choosing us The criteria buyers use to compare their options The buyer’s perceptions about what will improve What motivates buyers to abandon the status quo How buyers make the choices we want to influence
  10. 10. 11©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Buyers make two choices We need to change and will allocate budget (economic buyer)
  11. 11. 12©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Buyers make two choices This one is the best match for our needs (lead evaluator) We need to change and will allocate budget (economic buyer)
  12. 12. 13©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Which buyers should you interview? If your market is new/immature and goal is to motivate change, interview ECONOMIC BUYERS NEWNEW
  13. 13. 14©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Which buyers should you interview? If your market is new/immature and goal is to motivate change, interview economic buyers If you want to be in your buyer’s consideration set and win more deals, interview LEAD EVALUATORS NEWNEW
  14. 14. 15©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Please listen to this role play “Take me back to the day when you first started looking for _________. What happened?”
  15. 15. 16©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Keep probing for insight The buyer’s first answer is the one you already know.
  16. 16. 17©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. 1 2 3 4 5 Probe each phase of the Buyer’s decision Typical steps Ask probing follow up questions to learn Trigger Take me back to the day when … what happened? What happened to make this change a priority Research What did you do first to understand your options …? What the buyer learned about those they decided to consider Assess And then what did you do …? How the buyer decided what to include / exclude from consideration Negotiate And then what did you do …? How the buyer decided which to include on the shortlist Purchase How did you choose …? How the buyer made a final selection
  17. 17. 18©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED.
  18. 18. 19©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit Success Factors Decision Criteria Perceived Barriers Transcribe interviews, select insightful quotes 1. Use a service to transcribe recorded interviews 2. Highlight sentences that contain one or more of the 5 insights 3. Look for patterns across your interviews
  19. 19. ©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. www.buyerpersona.com To see an example of a buyer persona To see an example of a buyer persona
  20. 20. AGENCY MARKETER IN-HOUSE MARKETER PRIORITY INITIATIVE New customers or newly targeted market segment New investment in digital marketing SUCCESS FACTORS Infrequent users won’t need training Single, comprehensive view of customers Solution grows with changing needs Control over automated response content Single, comprehensive view of customers Solution grows with changing needs Control over automated response content PERCEIVED BARRIERS Not sure we can trust you Templates require users to know HTML Object to opt-in + first email response Concern about being blacklisted Can’t manage another system Not sure we can trust you Templates require users to know HTML Object to opt-in + first email response Concern about being blacklisted Can’t manage another system BUYER’S JOURNEY Clients defer decisions to us We prioritize solutions that we know Expect web access to basic pricing info Need to see/use before I decide Calling to test your responsiveness A team evaluates, but I decide We prioritize solutions that we know Expect web access to basic pricing info Need to see/use before I decide Calling to test your responsiveness DECISION CRITERIA Integrates w/most CRM & web platforms Works like other software I know, own Lots of easy templates, updated often Easy to use automated response Works like other software I know, own Lots of easy templates, updated often Easy to use automated response Templates require users to know HTML Templates require users to know HTML A capability to win both in-house and agency marketers
  21. 21. AGENCY MARKETER IN-HOUSE MARKETER PRIORITY INITIATIVE New customers or newly targeted market segment New investment in digital marketing SUCCESS FACTORS Infrequent users won’t need training Single, comprehensive view of customers Solution grows with changing needs Control over automated response content Single, comprehensive view of customers Solution grows with changing needs Control over automated response content PERCEIVED BARRIERS Not sure we can trust you Templates require users to know HTML Object to opt-in + first email response Concern about being blacklisted Can’t manage another system Not sure we can trust you Templates require users to know HTML Object to opt-in + first email response Concern about being blacklisted Can’t manage another system BUYER’S JOURNEY Clients defer decisions to us We prioritize solutions that we know Expect web access to basic pricing info Need to see/use before I decide Calling to test your responsiveness A team evaluates, but I decide We prioritize solutions that we know Expect web access to basic pricing info Need to see/use before I decide Calling to test your responsiveness DECISION CRITERIA Integrates w/most CRM & web platforms Works like other software I know, own Lots of easy templates, updated often Easy to use automated response Works like other software I know, own Lots of easy templates, updated often Easy to use automated response Only Agency marketers will be impressed Integrates w/most CRM & web platforms
  22. 22. ©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. This book is dedicated to every sales and marketing professional who questions the wisdom of making stuff up. - Adele Revella
  23. 23. ©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. www.buyerpersona.com Free e-books and blog Implementation workshops Custom buyer persona research studies Pre-recorded workshop for persona interviewing skills Twitter @buyerpersona Facebook.com/buyerpersona
  24. 24. Q & A Session Ask questions. Our team is standing by to help. The webinar slides will be posted to our website and our http://www.Slideshare.net/aipmm The webinar recording will be posted at http://www.AIPMM.net for members
  25. 25. Upcoming Webinars Why Product Management and Innovation Fail and What to do About it January 13, 2017 WWW.AIPMM.COM/AIPMM_WEBINARS AIPMM Webinar Series: http://aipmm.com/aipmm_webinars Topic Suggestions: support@aipmm.com Announcements: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification/

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