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Buyer Personas

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Buyer Personas: The Five Insights Every Marketer Needs to Nail #AOWEB
Chat or Q/A  2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. © #AOWEB 2
Today’s Presenters Adele Revella Atri Chatterjee President, Buyer Persona CMO, Act-On Software Institute
Buyer Personas: The Five Insights Every Marketer Needs to Nail Adele Revella adele@buyerpersona.com  SPRING STREET, NO. 200 | FRIDAY HARBOR, WA 98250 | W WW.BUYERPERSONA.COM 685
More than a story about the buyer . . . a buyer persona is what the buyer thinks about doing business with you.  2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. © 5
Buyer personas should clarify decisions Where To prioritize marketing investments Who When Sales people & lead Sales people & generation campaigns campaigns can engage should target Buyer qualified buyers Expert What How To include in Why To focus creative and messaging strategy & marketing efforts that marketing content Your strategy has the impact buyers’ choices highest potential to achieve the goals  2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. © 6
Buyer Personas Need Five Rings of Insight  2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. © 7
Two parts of a buyer persona Core Buyer Persona Product Persona Connection • Demographic information • Priority Initiative: buying triggers - Job title • Success Factors: why we win - Company size • Perceived Barriers: why we lose - Industry - Education • Buying process: which personas are critical, resources buyers trust • Job description • Decision criteria: capabilities buyers • Top 5 priority initiatives consider most important ©2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 8
Here’s a typical buyer personas Core Buyer Persona Product Persona Connection • Demographic information • Priority Initiative: buying triggers - Job title • Success Factors: why we win - Company size • Perceived Barriers: why we lose - Industry - Education • Buying process: which personas are critical, resources buyers trust • Job description • Decision criteria: capabilities buyers • Top 5 priority initiatives consider most important ©2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 9
You want to hear the buyer’s story “ Take me back to the day when you first started looking for a ________ solution. What happened? ,,  2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. © 10
PROBE “have been thereto That need had for a while. What happened to make ,, this a priority?
This is a conversation “ Soidentifydid youoptions? to,, what your do first  2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. © 12
PROBE “ that you visited You mentioned several websites. What questions did you find answered there? ,,
Recent buyers will talk to you when you . . . • Are not in sales • Have an agenda, not a script • Don’t talk about your solutions • Ask interesting questions  2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. © 14
How to get interviews Recent Lists wins/losses Find buyers Recruiters Conference  2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. © 15
The goal is insight
The better the understanding . . . the more different than our previous thinking . . . the more dramatic the insight.  2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. © 17
Clarify your unique value proposition “ What aspect of ease-of-use was most critical? ,,  2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. © 18
Messaging before and after buyer insights BEFORE AFTER . . . provides easy-to- Increase productivity use, enterprise- with the security level protection that software that won’t optimizes slow you down, get performance and in your way, or system resources swallow up system so small companies resources. can get up and running quickly.  2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. © 19
Insights clarify marketing investments Buying Key Conv Key Resources Sales & Process Personas Rate Decision Buyers Marketing Assets Step Criteria Consult 1 2 3 4 5 6 Lightweight, WSJ article, Trigger Small biz owner 75% Brand name LinkedIn group PR and social media Battery life Online reviews Use case stories, Research Office Manager 20% Size/Weight Blog posts blogger outreach Keyboard feel Apple Store, POS displays, Assess Office Manager 80% Screen Resolution Best Buy sales training Cost trade-offs Negotiate Small biz owner 65% Extended warranty Supplier websites Comparison pages Start-up time Customer feedback Implement Office Manager 40% Tech Support Using experience program  2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. © 20
Sales people need these insights Who will agree to meet and how to get that meeting Positives to emphasize, objections to overcome What buyers say about each competitor Which buyers are critical at each buying process step How sales tools are targeted for distinct buyer types ©2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 21
Does this describe you? Influencer Empathetic Works Confident well with Sales Extroverted Curious Life-long learner Natural for buyer expert role  2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. © 22
“ The only people who achieve much are those who want knowledge so badly that they seek it while the conditions are still unfavorable. Favorable conditions never come. ,, C.S. Lewis  2012 BUYER PERSONA INSTITUTE, INC. ALL RIGHTS RESERVED. © 23
Resources at www.buyerpersona.com • Read e-book • Download templates • Subscribe to blog • Follow me on Twitter @buyerpersona • Take a workshop  2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. © 24
Within 24 hours: You will receive an email with the webinar recording and the slides Next Steps Join our Weekly Demo (Tues. 10am PT) Schedule a 1:1 Live Demo sales hotline at: 1 (877) 530-1555 email us: sales@act-on.com #AOWEB

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Buyer Personas

  • 1. Buyer Personas: The Five Insights Every Marketer Needs to Nail #AOWEB
  • 2. Chat or Q/A  2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. © #AOWEB 2
  • 3. Today’s Presenters Adele Revella Atri Chatterjee President, Buyer Persona CMO, Act-On Software Institute
  • 4. Buyer Personas: The Five Insights Every Marketer Needs to Nail Adele Revella adele@buyerpersona.com  SPRING STREET, NO. 200 | FRIDAY HARBOR, WA 98250 | W WW.BUYERPERSONA.COM 685
  • 5. More than a story about the buyer . . . a buyer persona is what the buyer thinks about doing business with you.  2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. © 5
  • 6. Buyer personas should clarify decisions Where To prioritize marketing investments Who When Sales people & lead Sales people & generation campaigns campaigns can engage should target Buyer qualified buyers Expert What How To include in Why To focus creative and messaging strategy & marketing efforts that marketing content Your strategy has the impact buyers’ choices highest potential to achieve the goals  2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. © 6
  • 7. Buyer Personas Need Five Rings of Insight  2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. © 7
  • 8. Two parts of a buyer persona Core Buyer Persona Product Persona Connection • Demographic information • Priority Initiative: buying triggers - Job title • Success Factors: why we win - Company size • Perceived Barriers: why we lose - Industry - Education • Buying process: which personas are critical, resources buyers trust • Job description • Decision criteria: capabilities buyers • Top 5 priority initiatives consider most important ©2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 8
  • 9. Here’s a typical buyer personas Core Buyer Persona Product Persona Connection • Demographic information • Priority Initiative: buying triggers - Job title • Success Factors: why we win - Company size • Perceived Barriers: why we lose - Industry - Education • Buying process: which personas are critical, resources buyers trust • Job description • Decision criteria: capabilities buyers • Top 5 priority initiatives consider most important ©2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 9
  • 10. You want to hear the buyer’s story “ Take me back to the day when you first started looking for a ________ solution. What happened? ,,  2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. © 10
  • 11. PROBE “have been thereto That need had for a while. What happened to make ,, this a priority?
  • 12. This is a conversation “ Soidentifydid youoptions? to,, what your do first  2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. © 12
  • 13. PROBE “ that you visited You mentioned several websites. What questions did you find answered there? ,,
  • 14. Recent buyers will talk to you when you . . . • Are not in sales • Have an agenda, not a script • Don’t talk about your solutions • Ask interesting questions  2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. © 14
  • 15. How to get interviews Recent Lists wins/losses Find buyers Recruiters Conference  2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. © 15
  • 16. The goal is insight
  • 17. The better the understanding . . . the more different than our previous thinking . . . the more dramatic the insight.  2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. © 17
  • 18. Clarify your unique value proposition “ What aspect of ease-of-use was most critical? ,,  2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. © 18
  • 19. Messaging before and after buyer insights BEFORE AFTER . . . provides easy-to- Increase productivity use, enterprise- with the security level protection that software that won’t optimizes slow you down, get performance and in your way, or system resources swallow up system so small companies resources. can get up and running quickly.  2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. © 19
  • 20. Insights clarify marketing investments Buying Key Conv Key Resources Sales & Process Personas Rate Decision Buyers Marketing Assets Step Criteria Consult 1 2 3 4 5 6 Lightweight, WSJ article, Trigger Small biz owner 75% Brand name LinkedIn group PR and social media Battery life Online reviews Use case stories, Research Office Manager 20% Size/Weight Blog posts blogger outreach Keyboard feel Apple Store, POS displays, Assess Office Manager 80% Screen Resolution Best Buy sales training Cost trade-offs Negotiate Small biz owner 65% Extended warranty Supplier websites Comparison pages Start-up time Customer feedback Implement Office Manager 40% Tech Support Using experience program  2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. © 20
  • 21. Sales people need these insights Who will agree to meet and how to get that meeting Positives to emphasize, objections to overcome What buyers say about each competitor Which buyers are critical at each buying process step How sales tools are targeted for distinct buyer types ©2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. 21
  • 22. Does this describe you? Influencer Empathetic Works Confident well with Sales Extroverted Curious Life-long learner Natural for buyer expert role  2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. © 22
  • 23. “ The only people who achieve much are those who want knowledge so badly that they seek it while the conditions are still unfavorable. Favorable conditions never come. ,, C.S. Lewis  2012 BUYER PERSONA INSTITUTE, INC. ALL RIGHTS RESERVED. © 23
  • 24. Resources at www.buyerpersona.com • Read e-book • Download templates • Subscribe to blog • Follow me on Twitter @buyerpersona • Take a workshop  2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED. © 24
  • 25. Within 24 hours: You will receive an email with the webinar recording and the slides Next Steps Join our Weekly Demo (Tues. 10am PT) Schedule a 1:1 Live Demo sales hotline at: 1 (877) 530-1555 email us: sales@act-on.com #AOWEB

Editor's Notes

  1. If you do have ???? You may ask them via through Chat – while in full screen mode you may move you cursor up to the top of the screen and select the blue chat bubble or select the Orange Drop down arrow for the | Q & A – Section and we’ll do our best to cover your questions during the Presentation or at the end of the session. This is being recorded and a link will be made available approximately 24 hours after the session.{{ let’s get started }}
  2. Intros.
  3. This is why I laugh every time someone publishes the 8 personas that sales needs to know on their website.No company would ever allow this information to get into their competitor’s hands.
  4. May needmultipe slides
  5. Needs format for Q and an A
  6. Needs format for Q and an A
  7. Needs format for Q and an A
  8. Build a profile of a good interviewerIs this you?Pull blog post that describes good interview
  9. By socializing her personas it has transformed marketing from B2B to B2P
  10. In many situations we see people get overwhelmed – where do I start. The Key Start Small – Email with a call to action - Landing Pages – integration to salesforce… track and score you website visitors All can be set in 4 to 5 hours Please don’t take my word for it….JOIN US and see how Act-On is reducing the complexity in Marketing Automation with a DEMO Held Every Tuesday… OR call our hot line to schedule a 1:1 personal demo3. We’ll be at DemandCon in San Francisco Next Week if you are there pls stop by. Thank everyone for your time and your participation . Have a Great Day!!!