The document provides guidance on how to create buyer personas. It explains that personas are fictional representations of ideal customers created through research to help tailor marketing. The document recommends starting with 1-2 personas and provides a 4-section template to capture background, goals, challenges, quotes, and how to market to each persona. Blank templates are included to allow readers to develop their own personas.
Are you using the same pitch for each meeting and getting lackluster results? Learn how creating buyer personas to customize your messaging can help you land more deals.
Learn how to research a market and develop buyer personas for all of your target markets. This deck covers the fundamentals of customer segmentation, including gathering market information, how to pull that information into a cohesive buyer persona, and examples of Hubspot's buyer personas. Slides from a class taught by Hubspot's Sam Mallikarjunan.
Are you using the same pitch for each meeting and getting lackluster results? Learn how creating buyer personas to customize your messaging can help you land more deals.
Learn how to research a market and develop buyer personas for all of your target markets. This deck covers the fundamentals of customer segmentation, including gathering market information, how to pull that information into a cohesive buyer persona, and examples of Hubspot's buyer personas. Slides from a class taught by Hubspot's Sam Mallikarjunan.
10 Rules that are foundational to the creation of buyer personas. Describes the key prinicples of buyer persona development and how they differ from customer profiling. A soource to help companies in the understanding of how buyer personas help to inform customer strategy.
What's a customer persona? How do you create one? Why & how will it help improve your marketing? Here's some answers & a one page template to make it easy.
The idea of this presentation is to create a current snapshot of the ongoing development of the discipline of buyer persona modelling. As a consultant for customer centered marketing I do buyer persona interviews for clients and I personally believe, that persona modeling is an indispensible fundament of every kind of customer centered marketing no matter if it is outbound marketing oriented or inbound marketing focused. This presentation gives an expert view on "best practices" for buyer persona development, the insights are coming from an interview with the leading subject-matter experts for buyer persona modeling.
Product managers and product marketers need buying insights, not fluffy buyer persona profiles, to understand what they need to do and say to influence buying decisions.
The interest in buyer personas has exploded, but the need to understand them hasn’t changed. In fact, at the Buyer Persona Institute we hear from marketers every day who lost their way as they attempted to build or leverage this important tool.
In this completely updated edition of The Buyer Persona Manifesto, Adele Revella, founder and CEO of Buyer Persona Institute, explains ...
- How to move beyond the buyer’s picture and capture her voice, focusing precisely on the narratives that are crucial to the marketing mission
- How buyer personas differ based on the amount of consideration a buyer gives to the buying decision
- How to avoid the traps of too many buyer personas that reveal too little in the way of insights
- How to interview buyers, including who to interview and what to ask
- How to put buyer personas to work for marketing and sales enablement
Building Prospect Relationships Through Inbound NurturingEllie Mirman
The benefits of inbound nurturing, and steps to take to nurture leads through the sales and marketing funnel in an inbound way. Presented at the Inbound Marketing Bootcamp - May 21, 2014 - Neenah, WI.
Web design for conversion - slides and notes from Web Directions "what do you know" talk 30 Aug 2012 in Brisbane.
Tips for improving conversion rates - making your website more effective by converting website visits into actions that achieve goals. This presentation is more about psychology than technology - common sense pointers about how to reach out to your target audience and use good design and copywriting to encourage people to act.
The slides without the notes are also uploaded on Slideshare: http://www.slideshare.net/cazazz/website-workout-design-for-conversion
How to Create Easy and Effective Buyer Personas with a ChecklistFilestage
One of the most important skills in advertising and media is to put yourself into the shoes of your target group. A great way to change perspective is to create buyer personas.
Over the last year, we’ve done several customer insights projects for clients using the 'Jobs To Be Done' framework. We’ve done this for companies in management consulting, consumer packaged goods, and apparel. Doing 60-minute interviews with one customer at a time and distilling that information has been some of the most interesting work I’ve done in my career. Here’s how we do it and why it’s worth doing.
Build your Talk Tracks - Selling and Marketing Messages WorkbookThe Selling Agency
Talk Tracks communicate what you do, how you do it, what results you deliver and for whom you work with.
The goal is to begin a relationship with your messages that turns prospects into customers.
By nailing the “what, how, why and for whom”, in a clear, concise and relevant way, you build a powerful foundation for all your sales and marketing communications.
You can build your brand touch points consistently and deeply demonstrate your unique expertise.
http://www.thesellingagency.com/wasting-first-impressions-talk-tracks/
This presentation aims to teach others how to use the user centered design methodology known as personas.
Personas are archetypes (models) that represent groups of real users who have similar behaviors, attitudes, and goals. A persona describes an archetypical user of software as it relates to the area of focus or domain you are designing for as a lens to highlight the relevant attitudes and the specific context associated with the area of work you are doing.
10 Rules that are foundational to the creation of buyer personas. Describes the key prinicples of buyer persona development and how they differ from customer profiling. A soource to help companies in the understanding of how buyer personas help to inform customer strategy.
What's a customer persona? How do you create one? Why & how will it help improve your marketing? Here's some answers & a one page template to make it easy.
The idea of this presentation is to create a current snapshot of the ongoing development of the discipline of buyer persona modelling. As a consultant for customer centered marketing I do buyer persona interviews for clients and I personally believe, that persona modeling is an indispensible fundament of every kind of customer centered marketing no matter if it is outbound marketing oriented or inbound marketing focused. This presentation gives an expert view on "best practices" for buyer persona development, the insights are coming from an interview with the leading subject-matter experts for buyer persona modeling.
Product managers and product marketers need buying insights, not fluffy buyer persona profiles, to understand what they need to do and say to influence buying decisions.
The interest in buyer personas has exploded, but the need to understand them hasn’t changed. In fact, at the Buyer Persona Institute we hear from marketers every day who lost their way as they attempted to build or leverage this important tool.
In this completely updated edition of The Buyer Persona Manifesto, Adele Revella, founder and CEO of Buyer Persona Institute, explains ...
- How to move beyond the buyer’s picture and capture her voice, focusing precisely on the narratives that are crucial to the marketing mission
- How buyer personas differ based on the amount of consideration a buyer gives to the buying decision
- How to avoid the traps of too many buyer personas that reveal too little in the way of insights
- How to interview buyers, including who to interview and what to ask
- How to put buyer personas to work for marketing and sales enablement
Building Prospect Relationships Through Inbound NurturingEllie Mirman
The benefits of inbound nurturing, and steps to take to nurture leads through the sales and marketing funnel in an inbound way. Presented at the Inbound Marketing Bootcamp - May 21, 2014 - Neenah, WI.
Web design for conversion - slides and notes from Web Directions "what do you know" talk 30 Aug 2012 in Brisbane.
Tips for improving conversion rates - making your website more effective by converting website visits into actions that achieve goals. This presentation is more about psychology than technology - common sense pointers about how to reach out to your target audience and use good design and copywriting to encourage people to act.
The slides without the notes are also uploaded on Slideshare: http://www.slideshare.net/cazazz/website-workout-design-for-conversion
How to Create Easy and Effective Buyer Personas with a ChecklistFilestage
One of the most important skills in advertising and media is to put yourself into the shoes of your target group. A great way to change perspective is to create buyer personas.
Over the last year, we’ve done several customer insights projects for clients using the 'Jobs To Be Done' framework. We’ve done this for companies in management consulting, consumer packaged goods, and apparel. Doing 60-minute interviews with one customer at a time and distilling that information has been some of the most interesting work I’ve done in my career. Here’s how we do it and why it’s worth doing.
Build your Talk Tracks - Selling and Marketing Messages WorkbookThe Selling Agency
Talk Tracks communicate what you do, how you do it, what results you deliver and for whom you work with.
The goal is to begin a relationship with your messages that turns prospects into customers.
By nailing the “what, how, why and for whom”, in a clear, concise and relevant way, you build a powerful foundation for all your sales and marketing communications.
You can build your brand touch points consistently and deeply demonstrate your unique expertise.
http://www.thesellingagency.com/wasting-first-impressions-talk-tracks/
This presentation aims to teach others how to use the user centered design methodology known as personas.
Personas are archetypes (models) that represent groups of real users who have similar behaviors, attitudes, and goals. A persona describes an archetypical user of software as it relates to the area of focus or domain you are designing for as a lens to highlight the relevant attitudes and the specific context associated with the area of work you are doing.
Successful B2B content marketing is connecting with your archetypal B2B buyer at every stage of their buying journey.
Day in, day out, marketers everywhere create content that goes unnoticed, to content landfill. Doug Kessler calls this a deluge of crap.
Faced with this overwhelming surplus of content, B2B buyers select, filter out, and engage only with content that is relevant to them, their purpose and their passion.
In this post I argue the case for gathering more meaningful B2B buyer insights to construct solid B2B buyer personas to guide our content creation and connect with our prospective buyers.
The connection between B2B buyer insights and content creation
Gathering buyer insights and creating content are closely linked disciplines, the former occurring earlier than the latter, by some margin. To see the relative position of the two disciplines, I've outlined the content marketing spectrum below.
This presentation comes from the Content Marketing Essentials webinar series I produced for Idio, the content intelligence platform, built to help marketers think and act more strategically with their content marketing.
We have always wanted to have an example buyer persona, but our clients would never allow their competitors to have access to such valuable insights. We can’t argue with that.
So we developed the following persona without a client in mind. We built it by interviewing marketers about their decision to buy an email marketing solution.
Please note that one important aspect of this persona is far more valuable when it is not an example. The Perceived Barriers insight for a real persona reveals the reasons that buyers do not choose the solution you are marketing. This is often one of the most actionable aspects of the buyer persona, identifying opportunities to build sales and marketing strategies that overcome your buyer’s objections. We couldn’t capture those insights without choosing a specific email marketing solution for our example.
We hope that this example buyer persona will help you to understand why the 5 Rings of Buying Insight™ are rapidly becoming the standard framework for B2B and B2C buyers of medium-to-high consideration products, services and solutions.
HOW TO MAP CONTENT TO THE BUYER'S JOURNEY & THE MARKETER'S FUNNEL [INBOUND 2014]HubSpot
Only 44% of B2B marketers and 39% of B2C marketers have a documented content strategy (Content Marketing Institute). Delivering the right content, to the right persona at the right time is essential to achieving success in your marketing, but it isn't going to happen by accident. Attend this session to learn the step-by-step content mapping process developed from content consumption and buyer behavior research. Leave the session with new knowledge and the resources, worksheets and reference guides you'll need to complete your own Content Map. Real-life inspiration and use-case ideas to make it actionable in your own marketing included.
In this presentation we explore the link between business need and customer need and how to innovate (and remove business problems or discover business opportunities) through persona creation and Design Thinking
To build your contact database of decision makers, it's protocol to understand your decision maker. Here is a template to assist you.
The secondary benefit to using persona's is you can invite your existing clients to sit with you in a persona interview which you can map your marketing to and fully understand your decisoin maker.
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.
Designing & Testing Buyer Personas for Inbound MarketingIntelligent_ly
Learn how to research a market and develop buyer personas for all of your target markets. This deck covers the fundamentals of customer segmentation, including gathering market information, how to pull that information into a cohesive buyer persona, and examples of Hubspot's buyer personas. Slides from a class taught by Hubspot's Sam Mallikarjunan.
A brand is not your logo. A brand is not your identity. A brand is not a product.
A brand is a person’s gut feeling about a product, service, or organization. Brands are now defined by individuals, not companies or markets. It’s a gut feeling because people are emotional, intuitive beings and make decisions based upon those feelings. So, it’s not what you say it is, it’s what they say it is.
How to Conquer Inbound Marketing on a Startup BudgetNextiva
Inbound Marketing is a critical component in your customer acquisition strategy.
Companies like HubSpot, Slack, and Drift have achieved massive growth by mastering the art of inbound marketing.
So can you.
The beauty of inbound marketing is that you don't need a ton of fancy tools or ridiculous budget to make a major impact on sales and revenue growth.
On the flip side - inbound marketing can become costly and challenging if you don’t know what you’re doing or where to allocate your budget.
SmartBug Media superstar Jen Spencer is here to save you from your headaches.
This webinar is going to teach you how to conquer inbound marketing on a startup budget. Jen will discuss strategies and plans to conduct inbound marketing successfully and effectively.
What You’ll Learn
- How to create a low-cost inbound marketing playbook.
- How to be more efficient and effective with inbound marketing.
- Staying true to your brand while staying on a budget.
- Using analytics to refine your strategy and measure success.
- How to leverage free tools and channels to reach and wow your audience.
Join SmartBug Media’s VP of Sales and Marketing, Jen Spencer, and Nextiva Director of Demand Generation, Gaetano DiNardi, as they walk you through their playbooks for conquering inbound marketing on a startup budget.
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
2. 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 6
Blank Templates …………………………………………………………………………... Slide 14
3. WHAT ARE 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, 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. 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.)
WHAT ARE NEGATIVE PERSONAS?
5. 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. 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.
HOW DO YOU CREATE BUYER PERSONAS?
7. • 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?)
• 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
8. • 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
9. Section 1: How?
Persona
Name
Sample Sally
BACKGROUND
Job? Career Path?
Family?
• 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)
BACKGROUND
Male or female? Age?
Income? Location?
• Skews female
• Age 30-45
• Dual HH Income: £60k
• Suburban
IDENTIFIERS
Demeanour?
Communication
Preferences?
• Calm demeanour
• Probably has an assistant screening calls
• Asks to receive collateral mailed/printed
Persona Name Sample Sally
GOALS
Primary? Secondary?
• Keep employees happy and turnover low
• Support legal and finance
CHALLENGES
Primary? Secondary?
• Getting everything done with a small staff
• Rolling out changes to the entire company
WHAT CAN WE DO
To help our persona
achieve their goals
To help our persona
overcome their challenges
• Make it easy to manage all employee data in one place
• Integrate with legal and finance teams’ systems
Persona Name Sample Sally
REAL QUOTES
About goals, Challenges,
etc.
• “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 OBJECTIVES
Why wouldn’t they buy
your product/service?
• 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 the new system.
Persona Name Sample Sally
MARKETING MESSAGING
How should you describe
your solution to your
persona?
• Integrated HR Database
ELEVATOR PITCH
Sell your persona on your
solution!
• 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
Section 2: what?
Section 3: How? Section 4: How?
10. 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.”)
Your turn
11. Persona Name
BACKGROUND
Job? Career Path? Family?
• [you type here]
BACKGROUND
Male or female? Age? Income?
Location?
• [you type here]
IDENTIFIERS
Demeanour? Communication
Preferences?
• [you type here]
SECTION 1: WHO?
12. Persona Name
GOALS
Primary? Secondary?
• [you type here]
CHALLENGES
Primary? Secondary?
• [you type here]
WHAT CAN WE DO
To help our persona achieve their goals
To help our persona overcome their challenges
• [you type here]
SECTION 2: WHAT?
13. Persona Name
REAL QUOTES
About goals, Challenges, etc.
• [you type here]
COMMON OBJECTIVES
Why wouldn’t they buy your
product/service?
• [you type here]
SECTION 3: WHY?
14. Persona Name
MARKETING MESSAGING
How should you describe your solution
to your persona?
• [you type here]
ELEVATOR PITCH
Sell your persona on your solution!
• [you type here]
SECTION 4: HOW?
15. Persona Name
BACKGROUND
Job? Career Path? Family?
• [you type here]
BACKGROUND
Male or female? Age? Income?
Location?
• [you type here]
IDENTIFIERS
Demeanour? Communication
Preferences?
• [you type here]
SECTION 1: WHO?
16. Persona Name
GOALS
Primary? Secondary?
• [you type here]
CHALLENGES
Primary? Secondary?
• [you type here]
WHAT CAN WE DO
To help our persona achieve their goals
To help our persona overcome their challenges
• [you type here]
SECTION 2: WHAT?
17. Persona Name
REAL QUOTES
About goals, Challenges, etc.
• [you type here]
COMMON OBJECTIVES
Why wouldn’t they buy your
product/service?
• [you type here]
SECTION 3: WHY?
18. Persona Name
MARKETING MESSAGING
How should you describe your solution
to your persona?
• [you type here]
ELEVATOR PITCH
Sell your persona on your solution!
• [you type here]
SECTION 4: HOW?
19. Persona Name
BACKGROUND
Job? Career Path? Family?
• [you type here]
BACKGROUND
Male or female? Age? Income?
Location?
• [you type here]
IDENTIFIERS
Demeanour? Communication
Preferences?
• [you type here]
SECTION 1: WHO?
20. Persona Name
GOALS
Primary? Secondary?
• [you type here]
CHALLENGES
Primary? Secondary?
• [you type here]
WHAT CAN WE DO
To help our persona achieve their goals
To help our persona overcome their challenges
• [you type here]
SECTION 2: WHAT?
21. Persona Name
REAL QUOTES
About goals, Challenges, etc.
• [you type here]
COMMON OBJECTIVES
Why wouldn’t they buy your
product/service?
• [you type here]
SECTION 3: WHY?
22. Persona Name
MARKETING MESSAGING
How should you describe your solution
to your persona?
• [you type here]
ELEVATOR PITCH
Sell your persona on your solution!
• [you type here]
SECTION 4: HOW?