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Marketing personas (product camp jul2015)

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Charles Dimov
Charles Dimov

Creating Marketing Personas... including a look at free online tools that can help create them with ease

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Marketing Personas Charles Dimov @CDimov StrategyD.org
Agenda • What • Why • How • Tools • Best Practices… Photo:TheFashionApprentice.com<http://ow.ly/MYl80>
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>
What
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>
Defining Personas are fictional, generalized representations of your ideal customers(1) Source:(1)“ThedefinitionofaBuyerPersona,”Hubspot,Mar2014<http://ow.ly/MX5yy>
Examples
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
Why
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
How
5 Steps • Define Target Market • Research • Summarize Persona & Attributes • Communicate • Revisit
Target • Who are recipients of my communication? • Who do I want to educate, update, influence or inform? • Customer Segments
Research • Questions to ask • Assumption Maps • Ethnographic • Multiple Choice Surveys • Focus Groups • Analytics • Internal Data Photo:JayBrick’sBlog<http://ow.ly/MXBjm>
Research • Start at the End • What helps team the most? • Define Persona profile • Interview Audience
Research • Twitter Analytics • Google Analytics • Facebook Insights
Persona Elements • Demographic Summary • Goals • Pain Points • Quotes
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)
Summarize • Data Analysis • Cluster Interviews • # Personas needed • Key Attributes • Create Personas
Summarize
Communicate • Project Team • Team Driving Initiative • Change Agents • Key Stakeholders • Communicators • Explain how to use Personas Source:www.Conrad.com<http://ow.ly/MXXL7>
Revisit • Customer change • Needs change • Revisit Personas (every 3 – 12 mo. Internal)
Tools
Free Web Tools
• Create Interview questions • Structure your approach • Templates • Writing/Talking style quotes • Personalization story • Impactful Summary Free Web Tools
Extensio
Extensio
HubSpot
Kayak
Best Practices
Best Practices in Your Firms?
Key Points
Keys Points (5 Steps) • Define Target Market • Research • Summarize Persona & Attributes • Communicate • Revisit
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
Final Thought
How far can you take it? Photo:“ThescienceandengineeringbehindLegoMan’sballoonvoyage”MaryOrmsby,TorontoStar <http://ow.ly/MXHvy>
Marketing Personas Charles Dimov @CDimov StrategyD.org

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Marketing personas (product camp jul2015)

  • 2. Agenda • What • Why • How • Tools • Best Practices… Photo:TheFashionApprentice.com<http://ow.ly/MYl80>
  • 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>
  • 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. Defining Personas are fictional, generalized representations of your ideal customers(1) Source:(1)“ThedefinitionofaBuyerPersona,”Hubspot,Mar2014<http://ow.ly/MX5yy>
  • 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. Why
  • 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. How
  • 12. 5 Steps • Define Target Market • Research • Summarize Persona & Attributes • Communicate • Revisit
  • 13. Target • Who are recipients of my communication? • Who do I want to educate, update, influence or inform? • Customer Segments
  • 14. Research • Questions to ask • Assumption Maps • Ethnographic • Multiple Choice Surveys • Focus Groups • Analytics • Internal Data Photo:JayBrick’sBlog<http://ow.ly/MXBjm>
  • 15. Research • Start at the End • What helps team the most? • Define Persona profile • Interview Audience
  • 16. Research • Twitter Analytics • Google Analytics • Facebook Insights
  • 17. Persona Elements • Demographic Summary • Goals • Pain Points • Quotes
  • 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. Summarize • Data Analysis • Cluster Interviews • # Personas needed • Key Attributes • Create Personas
  • 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. Revisit • Customer change • Needs change • Revisit Personas (every 3 – 12 mo. Internal)
  • 23. Tools
  • 25. • Create Interview questions • Structure your approach • Templates • Writing/Talking style quotes • Personalization story • Impactful Summary Free Web Tools
  • 29. Kayak
  • 31. Best Practices in Your Firms?
  • 33. Keys Points (5 Steps) • Define Target Market • Research • Summarize Persona & Attributes • Communicate • Revisit
  • 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
  • 36. How far can you take it? Photo:“ThescienceandengineeringbehindLegoMan’sballoonvoyage”MaryOrmsby,TorontoStar <http://ow.ly/MXHvy>