Join Mintent and Adele Revella, renowned author, thought leader, and CEO of Buyer Persona Institute, for this free webinar which will show you how to gain insight into what matters to real buyers. With her unique approach, you’ll have the knowledge you need to align your marketing decisions — from positioning and messaging through content marketing and sales enablement – with your buyer’s most essential expectations.

1. 685 SPRING STREET, NO. 200 | FRIDAY HARBOR, WA 98250 | W WW.BUYERPERSONA.COM
Adele Revella
@buyerpersona
Facebook.com/buyerpersona
Know your Persona’s Entire
Buying Experience to
Unlock ROI

2. Your Speakers
Adele Revella
CEO, Buyer Persona Institute
• Author of “Buyer Personas” named a top 5
business book by Fortune Magazine
• Speaker
• Creator of gold standard methodology for buyer
persona strategy
Matt Dion
CEO, Mintent
• Content marketing thought-leader
• Speaker
• Management and board experience for a
variety of marketing and tech companies
2

3. The new reality for Marketers 3

4. Machine vs. Marketer 4

5. The Million Dollar Marketing Question 5

6. INTRODUCTION
Intro to Adele
• CEO & Founder of Buyer Persona Institute
• Author of Buyer Personas: How to Understand Your
Customer’s Expectations, Align Your Marketing Strategy and
Win More Business (Wiley)
• Creator of gold standard methodology for buyer persona
research and implementation
• Well-known marketing and business leadership speaker,
blogger and thought leader
6

7. 7©2018 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED.
home vehicle vacation college
Have you recently engaged in a long search?

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home vehicle vacation college
EUREKA!
Have you recently engaged in a long search?

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How extensive is your buyer’s search?
seconds years

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Low consideration buyer’s journey
seconds years
Emphasis is on
PLACE and PRICE

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High consideration buyer’s journey
Emphasis is on
TRUST
seconds years

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To build trust …
answer your buyer’s questions
Awareness Consideration Purchase

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S A N D R A
Senior
A M Y
Influencer
Are they asking different questions?

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Differences by Industry?

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Ask buyers to describe their journey
Take me back to the day when you first
started looking for ________.
What happened?
“
“

16. ©2018 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED.
The buyer’s first answer
is the one you already know.

17. Awareness Consideration Purchase
©2018 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED WWW.BUYERPERSONA.COM
• Does our current or near-term growth in
users justify change?
• Are we opening new locations and will they
have new requirements?
• How compliant are we?
• How much longer will our existing
solutions have vendor support?
• Do our business processes have gaps that
we need to fill?
• Is there a skills issue on our team that
technology could address?
• How do we scale to meet our growth in
transactions and regions??
• What other systems do we need to
integrate with?
• Can we make our current staff more
efficient and what is the ROI?
• Who are the big players in the space?
• Does the speed of integration support our
use case?
• Can you meet the requirements that are
unique to my industry?
• How much work will it take to customize
for our infrastructure?
• Where will the data be stored and who
has access to it?
• Is it intuitive enough that people can use
it without training?
• Can they meet the demands of all our
locations?
• What is the company investing in R&D?
• When I need support, will I be able to
reach a real person?
• What do customers say about the
implementation experience?
• What did our users think after playing
with it for a bit?
• Is it a company that will be around for a
while and not be acquired?
• How responsive are they when a customer
calls with a problem?
• What kind of training will we get across
our diverse locations?
• How flexible is the pricing structure?
• Will you adjust your terms or pricing
model to our needs?
• Does the vendor team understand our
needs and objectives?
Buyer questions (example)

18. Make Answers Easy to Find (example)
©2018 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED WWW.BUYERPERSONA.COM
Our evaluation committee makes a
recommendation for C-level approval
We contact vendor references to learn
what went well & not
We use a trial to play around with the
software
I want stories from other customers in my
type of company
We ask our peers for feedback on their experiences
We create a scorecard to measure how the
vendors stack up
We ask the top vendors to deliver the
pitch
We meet with our internal stakeholders to
understand their needs
We visit product review sites to read peer reviews and see if the headaches are
something I can live with
I use Google and browse the vendor websites & articles to educate myself
before talking to vendors
We ask our current vendors and partners for
recommendations
We seek the advice of consultants, industry experts and analysts
Awareness Consideration Purchase

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HIGH
ROI
MARKETIN
G
WEDGES
Your
Capabilities
Buyer
Questions

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HIGH
ROI
MARKETIN
G
WEDGES
Your
Capabilities
Buyer question:
When my customer opts
in, I want them to
experience instant
gratification. I don’t want
to send a second email
with the attachment.”

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HIGH
ROI
MARKETIN
G
WEDGES
Your Capability:
You maintain control
over the content of the
automated response.
We don’t ask for
confirmation of the opt-
in before you send
attachments.
Buyer question:
When my customer opts
in, I want them to
experience instant
gratification. I don’t want
to send a second email
to send the attachment.”

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How Many Personas?

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Intervene in
decisions as a proxy
for your buyer persona
Not “I think ….”,
but “the buyer wants ….
(new place of power)

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We want…
Change the internal conversation
The buyer
says…
We want…
We want…
The buyer
says…
The buyer
says…

25. 25©2018 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED.
Strengths that
affect buying
decisions
Who wants to
engage and why
Confidence in
targeted content
and sales tools
Positives to
emphasize,
objections to
overcome
Sales enablement that aligns all

26. 26©2018 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED.
Strategic plans with clout
Internally- focused strategies
don’t survive exposure
to daily pressures
Plan your launch or campaign
around your known HIGH VALUE
wedges

27. wrap up
What did you learn?
What challenges do you see?
What will you do in the next week
to make sure this happens?
1
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28. This book is dedicated to every marketer
who questions the wisdom of making stuff
up.
Adele Revella
www.buyerpersona.com
”
“

29. 2
9
Questions?
Contact us at:
matt@getmintent.com
adele@buyerpersona.com
Check out our free trial: getmintent.com/free-trial