SlideShare a Scribd company logo

Leading Marketing Consultant explains Buyer Personas

Buyer personas are fictional, generalized representations of your ideal customers. They help you understand your customers (and prospective customers) better, and make it easier for you to tailor content to the specific needs, behaviours, and concerns of different groups.

1 of 26
Download to read offline
Page 1www.themarketingstrategy.co
Page 2www.themarketingstrategy.co
Table of Contents
What Are Buyer Personas? ...……………………………………………………………. Slide 3
What Are Negative Personas? ………………………………………......................….. Slide 4
How Can You Use Personas? …………………………………………………………... Slide 5
How Do You Create Personas? …………...………………………..……………......…. Slide 7
Blank Templates …………………………………………………………………………... Slide 14
Page 3www.themarketingstrategy.co
What Are Buyer Personas?
Buyer personas are fictional, generalised representations of your ideal customers. They
help you understand your customers (and prospective customers) better, and make it easier
for you to tailor content to the specific needs, behaviors, and concerns of different groups.
The strongest buyer personas are based on market research as well as on insights you
gather from your actual customer base (through surveys, interviews, etc.). Depending on
your business, you could have as few as one or two personas, or as many as 10 or 20.
(Note: If you’re new to personas, start small! You can always develop more personas later if needed.)
Page 4www.themarketingstrategy.co
What Are Negative Personas?
Whereas a buyer persona is a representation of an ideal customer, a negative -- or
“exclusionary” -- persona is a representation of who you don’t want as a customer.
This could include, for example, professionals who are too advanced for your product or
service, students who are only engaging with your content for research/knowledge, or
potential customers who are just too expensive to acquire (because of a low average sale
price, their propensity to churn, or their unlikeliness to purchase again from your company.)
Page 5www.themarketingstrategy.co
How Can You Use Personas?
At the most basic level, personas allow you to personalize or target your marketing for
different segments of your audience. For example, instead of sending the same lead
nurturing emails to everyone in your database, you can segment by buyer persona and
tailor your messaging according to what you know about those different personas.
If you take the time to create negative personas, you’ll have the added advantage of being
able to segment out the “bad apples” from the rest of your contacts, which can help you
achieve a lower cost-per-lead and cost-per-customer (and see higher sales productivity).
Page 6www.themarketingstrategy.co
How Can You Use Personas?
When combined with lifecycle stage (i.e. how far
along someone is in your sales cycle), buyer
personas also allow you to map out and create
highly targeted content.
To learn more about the “content mapping” process, right
click here and select Hyperlink > Open Hyperlink.
(continued)

Recommended

#ACOOLBUSINESS HOW TO DEVELOP BUYER PERSONAS
#ACOOLBUSINESS HOW TO DEVELOP BUYER PERSONAS#ACOOLBUSINESS HOW TO DEVELOP BUYER PERSONAS
#ACOOLBUSINESS HOW TO DEVELOP BUYER PERSONASKeith McPherson
 
Buyer persona template
Buyer persona templateBuyer persona template
Buyer persona templateJane McEwan
 
Presentation to UNIBE June 7th 2018
Presentation to UNIBE June 7th 2018Presentation to UNIBE June 7th 2018
Presentation to UNIBE June 7th 2018Rogelio Rodriguez
 
Form Design: Best Practices to Improve Conversions
Form Design: Best Practices to Improve ConversionsForm Design: Best Practices to Improve Conversions
Form Design: Best Practices to Improve ConversionsLauren Martin
 
Personas In Product Design
Personas In Product DesignPersonas In Product Design
Personas In Product DesignLauren Martin
 
Buyer Persona Best Practices by Joshua Feinberg, HubSpot Accredited Trainer
Buyer Persona Best Practices by Joshua Feinberg, HubSpot Accredited TrainerBuyer Persona Best Practices by Joshua Feinberg, HubSpot Accredited Trainer
Buyer Persona Best Practices by Joshua Feinberg, HubSpot Accredited TrainerBoca Raton HubSpot User Group
 

More Related Content

Viewers also liked

How to Create your Buyer Personas
How to Create your Buyer PersonasHow to Create your Buyer Personas
How to Create your Buyer PersonasSigma Web Marketing
 
Connecting Buyer Personas To Content That Connects
Connecting Buyer Personas To Content That ConnectsConnecting Buyer Personas To Content That Connects
Connecting Buyer Personas To Content That ConnectsG3 Communications
 
How To Create Buyer Personas - Painlessly!
How To Create Buyer Personas - Painlessly!How To Create Buyer Personas - Painlessly!
How To Create Buyer Personas - Painlessly!Alisa Meredith Marketing
 
SpotONfriday webinar | Ken je koper: wat & hoe buyer persona's
SpotONfriday webinar | Ken je koper: wat & hoe buyer persona'sSpotONfriday webinar | Ken je koper: wat & hoe buyer persona's
SpotONfriday webinar | Ken je koper: wat & hoe buyer persona'sspotONvision - B2B Marketing
 
Buyer Personas to Improve Conversion Rates
Buyer Personas to Improve Conversion RatesBuyer Personas to Improve Conversion Rates
Buyer Personas to Improve Conversion RatesDepesh Mandalia
 
Buyer Personas
Buyer PersonasBuyer Personas
Buyer PersonasCara Pluff
 
Buyer Personas: Marketing in the Voice of your Buyers, Not Your CEO
Buyer Personas: Marketing in the Voice of your Buyers, Not Your CEOBuyer Personas: Marketing in the Voice of your Buyers, Not Your CEO
Buyer Personas: Marketing in the Voice of your Buyers, Not Your CEOSPROUT Content
 
Developing Insanely Useful Buyer Personas
Developing Insanely Useful Buyer PersonasDeveloping Insanely Useful Buyer Personas
Developing Insanely Useful Buyer Personasstonecreek
 
Buyer Personas, Attracting Visitors & Converting Leads
Buyer Personas, Attracting Visitors & Converting LeadsBuyer Personas, Attracting Visitors & Converting Leads
Buyer Personas, Attracting Visitors & Converting Leadssbedrick
 
Buyer Personas: The 5 Insights Every Marketer Needs to Nail
Buyer Personas: The 5 Insights Every Marketer Needs to NailBuyer Personas: The 5 Insights Every Marketer Needs to Nail
Buyer Personas: The 5 Insights Every Marketer Needs to NailBuyer Persona Institute
 
Crafting Data Driven Buyer Personas
Crafting Data Driven Buyer PersonasCrafting Data Driven Buyer Personas
Crafting Data Driven Buyer PersonasLeadMD
 
The Science of Building Actionable Buyer Personas
The Science of Building Actionable Buyer PersonasThe Science of Building Actionable Buyer Personas
The Science of Building Actionable Buyer PersonasScripted.com
 
Introduction to Building and Using Buyer Personas
Introduction to Building and Using Buyer PersonasIntroduction to Building and Using Buyer Personas
Introduction to Building and Using Buyer PersonasBuyer Persona Institute
 
Buyer Personas: 6 Steps to Creating Buyer Personas
Buyer Personas: 6 Steps to Creating Buyer PersonasBuyer Personas: 6 Steps to Creating Buyer Personas
Buyer Personas: 6 Steps to Creating Buyer PersonasJoy Martinez
 
Forget your feelings: How to actually quantify your buyer personas - SaaSFest...
Forget your feelings: How to actually quantify your buyer personas - SaaSFest...Forget your feelings: How to actually quantify your buyer personas - SaaSFest...
Forget your feelings: How to actually quantify your buyer personas - SaaSFest...Price Intelligently
 

Viewers also liked (18)

How to Create your Buyer Personas
How to Create your Buyer PersonasHow to Create your Buyer Personas
How to Create your Buyer Personas
 
Connecting Buyer Personas To Content That Connects
Connecting Buyer Personas To Content That ConnectsConnecting Buyer Personas To Content That Connects
Connecting Buyer Personas To Content That Connects
 
How To Create Buyer Personas - Painlessly!
How To Create Buyer Personas - Painlessly!How To Create Buyer Personas - Painlessly!
How To Create Buyer Personas - Painlessly!
 
SpotONfriday webinar | Ken je koper: wat & hoe buyer persona's
SpotONfriday webinar | Ken je koper: wat & hoe buyer persona'sSpotONfriday webinar | Ken je koper: wat & hoe buyer persona's
SpotONfriday webinar | Ken je koper: wat & hoe buyer persona's
 
Buyer Personas – The Key to Sales & Marketing Alignment
Buyer Personas – The Key to Sales & Marketing AlignmentBuyer Personas – The Key to Sales & Marketing Alignment
Buyer Personas – The Key to Sales & Marketing Alignment
 
Buyer Personas to Improve Conversion Rates
Buyer Personas to Improve Conversion RatesBuyer Personas to Improve Conversion Rates
Buyer Personas to Improve Conversion Rates
 
Wat & hoe buyer persona's
Wat & hoe buyer persona'sWat & hoe buyer persona's
Wat & hoe buyer persona's
 
Buyer Personas
Buyer PersonasBuyer Personas
Buyer Personas
 
Buyer Personas: Marketing in the Voice of your Buyers, Not Your CEO
Buyer Personas: Marketing in the Voice of your Buyers, Not Your CEOBuyer Personas: Marketing in the Voice of your Buyers, Not Your CEO
Buyer Personas: Marketing in the Voice of your Buyers, Not Your CEO
 
Developing Insanely Useful Buyer Personas
Developing Insanely Useful Buyer PersonasDeveloping Insanely Useful Buyer Personas
Developing Insanely Useful Buyer Personas
 
Buyer Personas, Attracting Visitors & Converting Leads
Buyer Personas, Attracting Visitors & Converting LeadsBuyer Personas, Attracting Visitors & Converting Leads
Buyer Personas, Attracting Visitors & Converting Leads
 
Buyer Personas: The 5 Insights Every Marketer Needs to Nail
Buyer Personas: The 5 Insights Every Marketer Needs to NailBuyer Personas: The 5 Insights Every Marketer Needs to Nail
Buyer Personas: The 5 Insights Every Marketer Needs to Nail
 
Crafting Data Driven Buyer Personas
Crafting Data Driven Buyer PersonasCrafting Data Driven Buyer Personas
Crafting Data Driven Buyer Personas
 
The Science of Building Actionable Buyer Personas
The Science of Building Actionable Buyer PersonasThe Science of Building Actionable Buyer Personas
The Science of Building Actionable Buyer Personas
 
Introduction to Building and Using Buyer Personas
Introduction to Building and Using Buyer PersonasIntroduction to Building and Using Buyer Personas
Introduction to Building and Using Buyer Personas
 
Buyer Personas: 6 Steps to Creating Buyer Personas
Buyer Personas: 6 Steps to Creating Buyer PersonasBuyer Personas: 6 Steps to Creating Buyer Personas
Buyer Personas: 6 Steps to Creating Buyer Personas
 
Forget your feelings: How to actually quantify your buyer personas - SaaSFest...
Forget your feelings: How to actually quantify your buyer personas - SaaSFest...Forget your feelings: How to actually quantify your buyer personas - SaaSFest...
Forget your feelings: How to actually quantify your buyer personas - SaaSFest...
 
Developing Buyer Personas
Developing Buyer PersonasDeveloping Buyer Personas
Developing Buyer Personas
 

Similar to Leading Marketing Consultant explains Buyer Personas

Buyer Persona Template
Buyer Persona TemplateBuyer Persona Template
Buyer Persona TemplateJonOlsen15
 
HubSpot Buyer persona-template
HubSpot Buyer persona-templateHubSpot Buyer persona-template
HubSpot Buyer persona-templateSWEET SPOT ACADEMY
 
How to Create Buyer Personas For Your Business
How to Create Buyer Personas For Your BusinessHow to Create Buyer Personas For Your Business
How to Create Buyer Personas For Your BusinessdevYazamo
 
Yazamo Buyer Persona eBook
Yazamo Buyer Persona eBookYazamo Buyer Persona eBook
Yazamo Buyer Persona eBookryguy916
 
Yazamo Buyer Persona Workbook
Yazamo Buyer Persona WorkbookYazamo Buyer Persona Workbook
Yazamo Buyer Persona Workbookryguy916
 
Buyer personaebook
Buyer personaebookBuyer personaebook
Buyer personaebookryguy916
 
How Your Brand Affects Your Recruiting
How Your Brand Affects Your RecruitingHow Your Brand Affects Your Recruiting
How Your Brand Affects Your RecruitingInsperity
 
It's all about communication
It's all about communicationIt's all about communication
It's all about communicationFilip Modderie
 
Sales training for an IT consulting firm
Sales training for an IT consulting firmSales training for an IT consulting firm
Sales training for an IT consulting firmAllied Consultants
 
How To Grow With Inbound Marketing
How To Grow With Inbound MarketingHow To Grow With Inbound Marketing
How To Grow With Inbound MarketingHubSpot
 
Website Personalization 101
Website Personalization 101Website Personalization 101
Website Personalization 101Colin Eagan
 
Inbound Marketing Strategy [Template]
Inbound Marketing Strategy [Template]Inbound Marketing Strategy [Template]
Inbound Marketing Strategy [Template]Inbox Insight
 
Business Model Canvas
Business Model CanvasBusiness Model Canvas
Business Model CanvasPrama Academy
 
How to 'right' a white paper
How to 'right' a white paperHow to 'right' a white paper
How to 'right' a white paperabbydoxiq
 

Similar to Leading Marketing Consultant explains Buyer Personas (20)

Buyer Persona Template
Buyer Persona TemplateBuyer Persona Template
Buyer Persona Template
 
HubSpot Buyer persona-template
HubSpot Buyer persona-templateHubSpot Buyer persona-template
HubSpot Buyer persona-template
 
How to Create Buyer Personas For Your Business
How to Create Buyer Personas For Your BusinessHow to Create Buyer Personas For Your Business
How to Create Buyer Personas For Your Business
 
Yazamo Buyer Persona eBook
Yazamo Buyer Persona eBookYazamo Buyer Persona eBook
Yazamo Buyer Persona eBook
 
Yazamo Buyer Persona Workbook
Yazamo Buyer Persona WorkbookYazamo Buyer Persona Workbook
Yazamo Buyer Persona Workbook
 
Buyer personaebook
Buyer personaebookBuyer personaebook
Buyer personaebook
 
Buyer personas 2016
Buyer personas 2016Buyer personas 2016
Buyer personas 2016
 
Growth, Inbound, & Kaizen
Growth, Inbound, & KaizenGrowth, Inbound, & Kaizen
Growth, Inbound, & Kaizen
 
Diy business plan
Diy business planDiy business plan
Diy business plan
 
New Media Recruiting
New Media Recruiting New Media Recruiting
New Media Recruiting
 
How Your Brand Affects Your Recruiting
How Your Brand Affects Your RecruitingHow Your Brand Affects Your Recruiting
How Your Brand Affects Your Recruiting
 
It's all about communication
It's all about communicationIt's all about communication
It's all about communication
 
Sales training for an IT consulting firm
Sales training for an IT consulting firmSales training for an IT consulting firm
Sales training for an IT consulting firm
 
How To Grow With Inbound Marketing
How To Grow With Inbound MarketingHow To Grow With Inbound Marketing
How To Grow With Inbound Marketing
 
Introduction to buyer persona
Introduction to buyer personaIntroduction to buyer persona
Introduction to buyer persona
 
10 SaaS Copywriting Tips
10 SaaS Copywriting Tips10 SaaS Copywriting Tips
10 SaaS Copywriting Tips
 
Website Personalization 101
Website Personalization 101Website Personalization 101
Website Personalization 101
 
Inbound Marketing Strategy [Template]
Inbound Marketing Strategy [Template]Inbound Marketing Strategy [Template]
Inbound Marketing Strategy [Template]
 
Business Model Canvas
Business Model CanvasBusiness Model Canvas
Business Model Canvas
 
How to 'right' a white paper
How to 'right' a white paperHow to 'right' a white paper
How to 'right' a white paper
 

Recently uploaded

How do UK firms make export decisions?  Eugenie Golubova
How do UK firms make export decisions?  Eugenie GolubovaHow do UK firms make export decisions?  Eugenie Golubova
How do UK firms make export decisions?  Eugenie Golubovaenterpriseresearchcentre
 
TriStar Gold Corporate Presentation Updated February 2024
TriStar Gold Corporate Presentation Updated February 2024TriStar Gold Corporate Presentation Updated February 2024
TriStar Gold Corporate Presentation Updated February 2024Adnet Communications
 
Executive Summary - Example by Loopio.docx
Executive Summary - Example by Loopio.docxExecutive Summary - Example by Loopio.docx
Executive Summary - Example by Loopio.docxKatieFlood9
 
Danylo Fedirko: Leveraging AI in SEO and optimizing for SRE (ChatGPT and Bard...
Danylo Fedirko: Leveraging AI in SEO and optimizing for SRE (ChatGPT and Bard...Danylo Fedirko: Leveraging AI in SEO and optimizing for SRE (ChatGPT and Bard...
Danylo Fedirko: Leveraging AI in SEO and optimizing for SRE (ChatGPT and Bard...Lviv Startup Club
 
Suau, Lucas Project and portfolio 1 assigment 1 February 12,2024.pdf
Suau, Lucas Project and portfolio 1 assigment 1 February 12,2024.pdfSuau, Lucas Project and portfolio 1 assigment 1 February 12,2024.pdf
Suau, Lucas Project and portfolio 1 assigment 1 February 12,2024.pdfluxsuau
 
Monthly Social Media Update February 2024.pptx
Monthly Social Media Update February 2024.pptxMonthly Social Media Update February 2024.pptx
Monthly Social Media Update February 2024.pptxAndy Lambert
 
Master SlideDeck Research Showcase 2024.pdf
Master SlideDeck Research Showcase 2024.pdfMaster SlideDeck Research Showcase 2024.pdf
Master SlideDeck Research Showcase 2024.pdfenterpriseresearchcentre
 
Lucas Ernesto Chacon-Ruiz Personal Brand
Lucas Ernesto Chacon-Ruiz Personal BrandLucas Ernesto Chacon-Ruiz Personal Brand
Lucas Ernesto Chacon-Ruiz Personal Brandlchacon2023
 
Bloomerang Fundraising Week02.26.2024.pdf
Bloomerang Fundraising Week02.26.2024.pdfBloomerang Fundraising Week02.26.2024.pdf
Bloomerang Fundraising Week02.26.2024.pdfBloomerang
 
Questions to Answer to Prepare for Zero Budget Marketing .docx
Questions to Answer to Prepare for Zero Budget Marketing .docxQuestions to Answer to Prepare for Zero Budget Marketing .docx
Questions to Answer to Prepare for Zero Budget Marketing .docxPrecious Mvulane CA (SA),RA
 
IPR Collaborators for Change Report: Research on the Relationship Between Com...
IPR Collaborators for Change Report: Research on the Relationship Between Com...IPR Collaborators for Change Report: Research on the Relationship Between Com...
IPR Collaborators for Change Report: Research on the Relationship Between Com...Olivia Kresic
 
The Penta Model of Strategic Choices (summary)
The Penta Model of Strategic Choices (summary)The Penta Model of Strategic Choices (summary)
The Penta Model of Strategic Choices (summary)Mihai Ionescu
 
Equinox Gold March Corporate Presentation
Equinox Gold March Corporate PresentationEquinox Gold March Corporate Presentation
Equinox Gold March Corporate PresentationEquinox Gold Corp.
 
January’s Producer Price Index increases to 4.7%
January’s Producer Price Index increases to 4.7%January’s Producer Price Index increases to 4.7%
January’s Producer Price Index increases to 4.7%SABC News
 
Programma BLMC Ketentheater 2024 tijdens ESEF Maakindustrie
Programma BLMC Ketentheater 2024 tijdens ESEF MaakindustrieProgramma BLMC Ketentheater 2024 tijdens ESEF Maakindustrie
Programma BLMC Ketentheater 2024 tijdens ESEF MaakindustrieMichel van Buren
 
2024-02 Augusta Gold Corporate Presentation
2024-02 Augusta Gold Corporate Presentation2024-02 Augusta Gold Corporate Presentation
2024-02 Augusta Gold Corporate Presentationsimonecapitalcorp
 
Session 2 - Value Proposition 1 JAX Bridges
Session 2 - Value Proposition 1 JAX BridgesSession 2 - Value Proposition 1 JAX Bridges
Session 2 - Value Proposition 1 JAX BridgesAnamaria Contreras
 
TriStar Gold Corporate Presentation February 2024
TriStar Gold Corporate Presentation February 2024TriStar Gold Corporate Presentation February 2024
TriStar Gold Corporate Presentation February 2024Adnet Communications
 
flutter_bootcamp_MUGDSC_Presentation.pptx
flutter_bootcamp_MUGDSC_Presentation.pptxflutter_bootcamp_MUGDSC_Presentation.pptx
flutter_bootcamp_MUGDSC_Presentation.pptxRakshaAgrawal21
 

Recently uploaded (20)

How do UK firms make export decisions?  Eugenie Golubova
How do UK firms make export decisions?  Eugenie GolubovaHow do UK firms make export decisions?  Eugenie Golubova
How do UK firms make export decisions?  Eugenie Golubova
 
TriStar Gold Corporate Presentation Updated February 2024
TriStar Gold Corporate Presentation Updated February 2024TriStar Gold Corporate Presentation Updated February 2024
TriStar Gold Corporate Presentation Updated February 2024
 
Executive Summary - Example by Loopio.docx
Executive Summary - Example by Loopio.docxExecutive Summary - Example by Loopio.docx
Executive Summary - Example by Loopio.docx
 
Danylo Fedirko: Leveraging AI in SEO and optimizing for SRE (ChatGPT and Bard...
Danylo Fedirko: Leveraging AI in SEO and optimizing for SRE (ChatGPT and Bard...Danylo Fedirko: Leveraging AI in SEO and optimizing for SRE (ChatGPT and Bard...
Danylo Fedirko: Leveraging AI in SEO and optimizing for SRE (ChatGPT and Bard...
 
Suau, Lucas Project and portfolio 1 assigment 1 February 12,2024.pdf
Suau, Lucas Project and portfolio 1 assigment 1 February 12,2024.pdfSuau, Lucas Project and portfolio 1 assigment 1 February 12,2024.pdf
Suau, Lucas Project and portfolio 1 assigment 1 February 12,2024.pdf
 
Monthly Social Media Update February 2024.pptx
Monthly Social Media Update February 2024.pptxMonthly Social Media Update February 2024.pptx
Monthly Social Media Update February 2024.pptx
 
Western Alaska Minerals Corporate Presentation
Western Alaska Minerals Corporate PresentationWestern Alaska Minerals Corporate Presentation
Western Alaska Minerals Corporate Presentation
 
Master SlideDeck Research Showcase 2024.pdf
Master SlideDeck Research Showcase 2024.pdfMaster SlideDeck Research Showcase 2024.pdf
Master SlideDeck Research Showcase 2024.pdf
 
Lucas Ernesto Chacon-Ruiz Personal Brand
Lucas Ernesto Chacon-Ruiz Personal BrandLucas Ernesto Chacon-Ruiz Personal Brand
Lucas Ernesto Chacon-Ruiz Personal Brand
 
Bloomerang Fundraising Week02.26.2024.pdf
Bloomerang Fundraising Week02.26.2024.pdfBloomerang Fundraising Week02.26.2024.pdf
Bloomerang Fundraising Week02.26.2024.pdf
 
Questions to Answer to Prepare for Zero Budget Marketing .docx
Questions to Answer to Prepare for Zero Budget Marketing .docxQuestions to Answer to Prepare for Zero Budget Marketing .docx
Questions to Answer to Prepare for Zero Budget Marketing .docx
 
IPR Collaborators for Change Report: Research on the Relationship Between Com...
IPR Collaborators for Change Report: Research on the Relationship Between Com...IPR Collaborators for Change Report: Research on the Relationship Between Com...
IPR Collaborators for Change Report: Research on the Relationship Between Com...
 
The Penta Model of Strategic Choices (summary)
The Penta Model of Strategic Choices (summary)The Penta Model of Strategic Choices (summary)
The Penta Model of Strategic Choices (summary)
 
Equinox Gold March Corporate Presentation
Equinox Gold March Corporate PresentationEquinox Gold March Corporate Presentation
Equinox Gold March Corporate Presentation
 
January’s Producer Price Index increases to 4.7%
January’s Producer Price Index increases to 4.7%January’s Producer Price Index increases to 4.7%
January’s Producer Price Index increases to 4.7%
 
Programma BLMC Ketentheater 2024 tijdens ESEF Maakindustrie
Programma BLMC Ketentheater 2024 tijdens ESEF MaakindustrieProgramma BLMC Ketentheater 2024 tijdens ESEF Maakindustrie
Programma BLMC Ketentheater 2024 tijdens ESEF Maakindustrie
 
2024-02 Augusta Gold Corporate Presentation
2024-02 Augusta Gold Corporate Presentation2024-02 Augusta Gold Corporate Presentation
2024-02 Augusta Gold Corporate Presentation
 
Session 2 - Value Proposition 1 JAX Bridges
Session 2 - Value Proposition 1 JAX BridgesSession 2 - Value Proposition 1 JAX Bridges
Session 2 - Value Proposition 1 JAX Bridges
 
TriStar Gold Corporate Presentation February 2024
TriStar Gold Corporate Presentation February 2024TriStar Gold Corporate Presentation February 2024
TriStar Gold Corporate Presentation February 2024
 
flutter_bootcamp_MUGDSC_Presentation.pptx
flutter_bootcamp_MUGDSC_Presentation.pptxflutter_bootcamp_MUGDSC_Presentation.pptx
flutter_bootcamp_MUGDSC_Presentation.pptx
 

Leading Marketing Consultant explains Buyer Personas

  • 2. Page 2www.themarketingstrategy.co Table of Contents What Are Buyer Personas? ...……………………………………………………………. Slide 3 What Are Negative Personas? ………………………………………......................….. Slide 4 How Can You Use Personas? …………………………………………………………... Slide 5 How Do You Create Personas? …………...………………………..……………......…. Slide 7 Blank Templates …………………………………………………………………………... Slide 14
  • 3. Page 3www.themarketingstrategy.co What Are Buyer Personas? Buyer personas are fictional, generalised representations of your ideal customers. They help you understand your customers (and prospective customers) better, and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different groups. The strongest buyer personas are based on market research as well as on insights you gather from your actual customer base (through surveys, interviews, etc.). Depending on your business, you could have as few as one or two personas, or as many as 10 or 20. (Note: If you’re new to personas, start small! You can always develop more personas later if needed.)
  • 4. Page 4www.themarketingstrategy.co What Are Negative Personas? Whereas a buyer persona is a representation of an ideal customer, a negative -- or “exclusionary” -- persona is a representation of who you don’t want as a customer. This could include, for example, professionals who are too advanced for your product or service, students who are only engaging with your content for research/knowledge, or potential customers who are just too expensive to acquire (because of a low average sale price, their propensity to churn, or their unlikeliness to purchase again from your company.)
  • 5. Page 5www.themarketingstrategy.co How Can You Use Personas? At the most basic level, personas allow you to personalize or target your marketing for different segments of your audience. For example, instead of sending the same lead nurturing emails to everyone in your database, you can segment by buyer persona and tailor your messaging according to what you know about those different personas. If you take the time to create negative personas, you’ll have the added advantage of being able to segment out the “bad apples” from the rest of your contacts, which can help you achieve a lower cost-per-lead and cost-per-customer (and see higher sales productivity).
  • 6. Page 6www.themarketingstrategy.co How Can You Use Personas? When combined with lifecycle stage (i.e. how far along someone is in your sales cycle), buyer personas also allow you to map out and create highly targeted content. To learn more about the “content mapping” process, right click here and select Hyperlink > Open Hyperlink. (continued)
  • 7. Page 7www.themarketingstrategy.co How Do You Create Buyer Personas? Buyer personas are created through research, surveys, and interviews of your target audience. That includes a mix of customers, prospects, and those outside of your contact database who might align with your target audience. Here are some practical methods for gathering the information you need to develop personas: •Interview customers either in person or over the phone to discover what they like about your product or service.
  • 8. Page 8www.themarketingstrategy.co How Do You Create Buyer Personas?(continued) • Look through your contacts database to uncover trends about how certain leads or customers find and consume your content. • When creating forms to use on your website, use form fields that capture important persona information. (For example, if all of your personas vary based on company size, ask each lead for information about company size on your forms. You could also gather information on what forms of social media your leads use by asking a question about social media accounts.) • Take into consideration your sales team's feedback on the leads they are interacting with most. (What types of sales cycles does your sales team work with? What generalizations can they make about the different types of customers you serve best?)
  • 9. Page 9www.themarketingstrategy.co How Do You Create Buyer Personas?(continued) • HubSpot customers: You can create and manage your personas within the Contacts tool. • Customers and non-customers alike: You can use the following 4-slide template to organize your persona data. First, we’ll walk you through an example, then we’ll leave you with some blank templates so you can get to it!
  • 10. Page 10www.themarketingstrategy.co Sample Sally • Head of Human Resources • Worked at the same company for 10 years; worked her way up from HR Associate • Married with 2 children (10 and 8) • Skews female • Age 30-45 • Dual HH Income: $140,000 • Suburban • Calm demeanor • Probably has an assistant screening calls • Asks to receive collateral mailed/printed 1 2 3 4
  • 11. Page 11www.themarketingstrategy.co Sample Sally • Keep employees happy and turnover low • Support legal and finance teams • Getting everything done with a small staff • Rolling out changes to the entire company • Make it easy to manage all employee data in one place • Integrate with legal and finance teams’ systems 5 6 7
  • 12. Page 12www.themarketingstrategy.co Sample Sally • “It’s been difficult getting company-wide adoption of new technologies in the past.” • “I don’t have time to train new employees on a million different databases and platforms.” • “I’ve had to deal with so many painful integrations with other departments’ databases and software.” • I’m worried I’ll lose data transitioning to a new system. • I don’t want to have to train the entire company on how to use a new system. 8 9
  • 13. Page 13www.themarketingstrategy.co Sample Sally • Integrated HR Database Management • We give you an intuitive database that integrates with your existing software and platforms, and lifetime training to help new employees get up to speed quickly. 10 11
  • 14. Page 14www.themarketingstrategy.co Your Turn! We’ve provided blank templates for developing three personas. (If you need more, simply select the slides on the left-hand side, right click, and choose “Duplicate.”)
  • 15. Page 15www.themarketingstrategy.co [you type here] • [you type here] • [you type here] • [you type here]
  • 16. Page 16www.themarketingstrategy.co [you type here] • [you type here] • [you type here] • [you type here]
  • 17. Page 17www.themarketingstrategy.co [you type here] • [you type here] • [you type here]
  • 18. Page 18www.themarketingstrategy.co [you type here] • [you type here] • [you type here]
  • 19. Page 19www.themarketingstrategy.co [you type here] • [you type here] • [you type here] • [you type here]
  • 20. Page 20www.themarketingstrategy.co [you type here] • [you type here] • [you type here] • [you type here]
  • 21. Page 21www.themarketingstrategy.co [you type here] • [you type here] • [you type here]
  • 22. Page 22www.themarketingstrategy.co [you type here] • [you type here] • [you type here]
  • 23. Page 23www.themarketingstrategy.co [you type here] • [you type here] • [you type here] • [you type here]
  • 24. Page 24www.themarketingstrategy.co [you type here] • [you type here] • [you type here] • [you type here]
  • 25. Page 25www.themarketingstrategy.co [you type here] • [you type here] • [you type here]
  • 26. Page 26www.themarketingstrategy.co [you type here] • [you type here] • [you type here]