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A Marketer’s
Template
for Creating
Buyer
Personas
Table of Contents


  1   A Brief Introduction to Buyer Personas


  2   How to Present Your Buyer Persona


  3   An Example of a Complete Buyer
      Persona
1
    A Brief
    Introduction
    to Buyer
    Personas
What Are Buyer
Personas?
                                              ?
Buyer personas are fictional representations of your ideal
customers. They are based on real data about customer
demographics and online behavior, along with educated
speculation about their personal histories, motivations, and
concerns.
How Are Buyer
Personas Created?


Buyer personas are created through research, surveys, and
                                                         ?
interviews of your target audience. That includes a mix of customers
– both “good” and “bad” -- prospects, and those outside of your
contact database who might align with your target audience. You’ll
collect data that is both qualitative and quantitative to paint a picture
of who your ideal customer is, what they value, and how your solution
fits into their daily lives.
?
How Do You
Socialize A
Buyer Persona?

So you’ve done the research and conducted all the interviews …
you’ve finally figured out who your buyer persona is.
Congratulations! But how do you communicate that new
understanding of your target customer with your entire
organization? After all, if your sales and marketing teams don’t
understand who they’re speaking to, it’s hard to craft a message
that really resonates.
Use This Template!
That’s why we’ve created this handy-dandy PowerPoint – so you
can quickly explain your buyer persona and disseminate that
information across the organization in a palatable, organized
format. This template will walk you through how to input and
format the information you’ve collected about your persona in a
way that’s extremely easy for your entire company to understand.
And since your research is already done, this is the easy part!
2
    How to
    Present Your
    Buyer
    Persona
Company ABC
Buyer Persona Overview

       Month, Year
Persona Name
BACKGROUND:
• Basic details about persona’s role
• Key information about the persona’s
  company
• Relevant background info, like
  education or hobbies

DEMOGRAPHICS:
• Gender
• Age Range
• HH Income (Consider a spouse’s
  income, if relevant)
• Urbanicity (Is your persona
  urban, suburban, or rural?)

IDENTIFIERS:
• Buzz words
• Mannerisms
Persona Name
GOALS:
• Persona’s primary goal
• Persona’s secondary goal

CHALLENGES:
• Primary challenge to persona’s
  success
• Secondary challenge to persona’s
  success

HOW WE HELP:
• How you solve your persona’s
  challenges
• How you help your persona achieve
  goals
Persona Name
REAL QUOTES:
• Include a few real quotes –
  taken during your interviews –
  that represent your persona
  well. This will make it easier for
  employees to relate to and
  understand your persona.

COMMON OBJECTIONS:
• Identify the most common
  objections your persona will
  raise during the sales process.
Persona Name
MARKETING MESSAGING:
• How should you describe
  your solution to your
  persona?

ELEVATOR PITCH:
• Make describing your
  solution simple and
  consistent across everyone
  in your company.
An Example


3   of a
    Complete
    Buyer
    Persona
Sample Sally
BACKGROUND:
• 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)

DEMOGRAPHICS:
• Skews female
• Age 30-45
• Dual HH Income: $140,000
• Suburban

IDENTIFIERS:
• Calm demeanor
• Probably has an assistant screening calls
• Asks to receive collateral mailed/printed
Sample Sally
GOALS:
• Keep employees happy and
  turnover low
• Support legal and finance teams

CHALLENGES:
• Getting everything done with a
  small staff
• Rolling out changes to the entire
  company

HOW WE HELP:
• Make it easy to manage all
  employee data in one place
• Integrate with legal and finance
  teams’ systems
Sample Sally
REAL QUOTES:
• “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.”

COMMON OBJECTIONS:
• 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.
Sample Sally
MARKETING MESSAGING:
• Integrated HR Database
  Management

ELEVATOR PITCH:
• 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.
Want to see if your new personas have
helped your sales and marketing efforts?



    Sign up for a Free 30-Day Trial
  of HubSpot’s Marketing Software:
http://bit.ly/HSFreeTrial12

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Buyer persona template

  • 2. Table of Contents 1 A Brief Introduction to Buyer Personas 2 How to Present Your Buyer Persona 3 An Example of a Complete Buyer Persona
  • 3. 1 A Brief Introduction to Buyer Personas
  • 4. What Are Buyer Personas? ? Buyer personas are fictional representations of your ideal customers. They are based on real data about customer demographics and online behavior, along with educated speculation about their personal histories, motivations, and concerns.
  • 5. How Are Buyer Personas Created? Buyer personas are created through research, surveys, and ? interviews of your target audience. That includes a mix of customers – both “good” and “bad” -- prospects, and those outside of your contact database who might align with your target audience. You’ll collect data that is both qualitative and quantitative to paint a picture of who your ideal customer is, what they value, and how your solution fits into their daily lives.
  • 6. ? How Do You Socialize A Buyer Persona? So you’ve done the research and conducted all the interviews … you’ve finally figured out who your buyer persona is. Congratulations! But how do you communicate that new understanding of your target customer with your entire organization? After all, if your sales and marketing teams don’t understand who they’re speaking to, it’s hard to craft a message that really resonates.
  • 7. Use This Template! That’s why we’ve created this handy-dandy PowerPoint – so you can quickly explain your buyer persona and disseminate that information across the organization in a palatable, organized format. This template will walk you through how to input and format the information you’ve collected about your persona in a way that’s extremely easy for your entire company to understand. And since your research is already done, this is the easy part!
  • 8. 2 How to Present Your Buyer Persona
  • 9. Company ABC Buyer Persona Overview Month, Year
  • 10. Persona Name BACKGROUND: • Basic details about persona’s role • Key information about the persona’s company • Relevant background info, like education or hobbies DEMOGRAPHICS: • Gender • Age Range • HH Income (Consider a spouse’s income, if relevant) • Urbanicity (Is your persona urban, suburban, or rural?) IDENTIFIERS: • Buzz words • Mannerisms
  • 11. Persona Name GOALS: • Persona’s primary goal • Persona’s secondary goal CHALLENGES: • Primary challenge to persona’s success • Secondary challenge to persona’s success HOW WE HELP: • How you solve your persona’s challenges • How you help your persona achieve goals
  • 12. Persona Name REAL QUOTES: • Include a few real quotes – taken during your interviews – that represent your persona well. This will make it easier for employees to relate to and understand your persona. COMMON OBJECTIONS: • Identify the most common objections your persona will raise during the sales process.
  • 13. Persona Name MARKETING MESSAGING: • How should you describe your solution to your persona? ELEVATOR PITCH: • Make describing your solution simple and consistent across everyone in your company.
  • 14. An Example 3 of a Complete Buyer Persona
  • 15. Sample Sally BACKGROUND: • 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) DEMOGRAPHICS: • Skews female • Age 30-45 • Dual HH Income: $140,000 • Suburban IDENTIFIERS: • Calm demeanor • Probably has an assistant screening calls • Asks to receive collateral mailed/printed
  • 16. Sample Sally GOALS: • Keep employees happy and turnover low • Support legal and finance teams CHALLENGES: • Getting everything done with a small staff • Rolling out changes to the entire company HOW WE HELP: • Make it easy to manage all employee data in one place • Integrate with legal and finance teams’ systems
  • 17. Sample Sally REAL QUOTES: • “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.” COMMON OBJECTIONS: • 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.
  • 18. Sample Sally MARKETING MESSAGING: • Integrated HR Database Management ELEVATOR PITCH: • 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.
  • 19. Want to see if your new personas have helped your sales and marketing efforts? Sign up for a Free 30-Day Trial of HubSpot’s Marketing Software: http://bit.ly/HSFreeTrial12