Buyer personas are archetypes that represent the real people who buy or might buy a company's products. They are developed through interviews with buyers and provide insights into factors like what motivates buyers to invest in a solution, what results buyers expect to achieve, concerns that cause buyers to hesitate, the process buyers follow to research options, and what criteria buyers use to evaluate alternatives. Developing accurate buyer personas can help companies avoid "ready, fire, aim" marketing by ensuring they target the right people with relevant information that addresses buyers' perceived barriers and success factors.

1. HOW TO USE BUYER PERSONAS
TO AVOID
“READY, FIRE, AIM” MARKETING
HATCH NORFOLK
MAY 19, 2015

2. THINGS HAVE
CHANGED
• Asynchronous information is gone
between buyer and seller
• People can avoid your unwanted
marketing messages
• Only way left to get through to
prospective customers: useful,
relevant, helpful content

3. READY, FIRE, AIM
• Many companies are marketing to the
wrong people
• With the wrong information
• Not breaking through

4. BUYER PERSONAS
Adele Revella, Buyer Persona Institute:
"It’s an archetype, a composite picture
of the real people who buy, or might
buy, products like the ones you sell.”
Discovered through buyer interviews

5. 5 RINGS OF INSIGHT

6. PRIORITY INITIATIVES
What causes certain
buyers to invest in a
solution like yours,
and how are they
different from buyers
who remain attached
to the status quo?

7. SUCCESS FACTORS
What operational or
personal results
does your buyer
persona expect from
purchasing this
solution?

8. PERCEIVED BARRIERS
What concerns
cause your buyer to
believe that your
solution or
company is not
their best option?

9. THE BUYER’S
JOURNEY
What process does
this persona follow in
researching and
selecting a solution
that can overcome
the Perceived
Barriers and achieve
the Success
Factors?

10. DECISION CRITERIA
What aspects of
each product will the
buyer perceive as
most critical in
evaluating the
alternative solutions
available?

11. FOR MORE
INFORMATION
www.buyerpersona.com