Most business leaders intuitively understand their target audience. But is intuition enough? What if your intuition is wrong? Develop buyer personas that validate your assumptions and provide actionable guidance for smarter strategies.

1. How Well Do You Know Your
Customers?
Develop Buyer Personas to Create Smarter
Strategies

2. Who are your best customers?

3. Get into your customers’ mindset
What motivates them?
What do they value?
How are your customers alike?
How are they different?

4. What journey does each customer take?

5. Step 1: Define your customer
segments

6. Geography?
Income?
Age?
Job Title?
Industry?
Company Size?
Start with initial assumptions

7. Build on those assumptions by
talking to your front lines.

8. Back into your assumptions
What value do you provide?
How are you different?

9. Step 2: Validate

10. Talk to customers!

11. • How did you find us?
• Who else did you consider?
• How did you evaluate your options?
• Who else weighed in?
• Why did you select us?
• Why do you stay with us?
• What about your experience with us is most important to you?
Ask:

12. Did you learn
anything new?

13. Step 3: Document Each Persona

14. Your Goal: Actionable Insights!
What do your customers want?
Why do your customers buy?
How can you tip the scales?

15. Step 4: Share the Personas

16. • Content creation
• Messaging/brand story
• Advertising strategy
• Keyword strategy/SEO
• Sales conversations
• Account management
• Customer service
• New product development
Let these personas shape a new perspective across your organization:

17. Thank you!
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