Understand your customer - Using Marketing Personas for fun and profitBlake Pickering
Key to marketing successfully is understanding people and yet many marketers still rely on broad demographics and conjecture. Personas allow you to drill down and really get to grips with your audience by distilling and synthesising. Part art part science, personas have delivered exceptional value wherever I've used them.
Mel feller discusses brand strategy 101 and how to nail down your missionMel Feller
Mel Feller asks the question of “What do your customers think when they hear your business’s name?” In addition, “What’s your business’s purpose, beyond making a buck?”
Mel Feller has been in business for more than 40 years and understands the fact that your “brand” is so much more than the products and services you offer and the logo you’ve designed for your website or storefront. A company’s brand is the collection of positive and negative associations that it has earned in the marketplace over time—for better or worse.
Brand affinity is the emotional connection that consumers have with your brand, based on shared values. Building brand affinity is important for fostering loyalty and trust from customers. Furthermore, strong, effective branding will give you a way of standing out from the crowd, helping customers find you and encouraging them to engage with your brand.
Building your marketing machine for this century required different tools and thought processes. We discuss the foundation you have to put in place to build a great business development machine in this presentation given to Sage Australia/New Zealand at the Partner Insights Summit.
How to create and use buyer personas in order to effectively attract and convert ideal prospects into clients. Example buyer personas for marketing agencies. How marketing agencies can offer a service to clients to help them create buyer personas.
Understand your customer - Using Marketing Personas for fun and profitBlake Pickering
Key to marketing successfully is understanding people and yet many marketers still rely on broad demographics and conjecture. Personas allow you to drill down and really get to grips with your audience by distilling and synthesising. Part art part science, personas have delivered exceptional value wherever I've used them.
Mel feller discusses brand strategy 101 and how to nail down your missionMel Feller
Mel Feller asks the question of “What do your customers think when they hear your business’s name?” In addition, “What’s your business’s purpose, beyond making a buck?”
Mel Feller has been in business for more than 40 years and understands the fact that your “brand” is so much more than the products and services you offer and the logo you’ve designed for your website or storefront. A company’s brand is the collection of positive and negative associations that it has earned in the marketplace over time—for better or worse.
Brand affinity is the emotional connection that consumers have with your brand, based on shared values. Building brand affinity is important for fostering loyalty and trust from customers. Furthermore, strong, effective branding will give you a way of standing out from the crowd, helping customers find you and encouraging them to engage with your brand.
Building your marketing machine for this century required different tools and thought processes. We discuss the foundation you have to put in place to build a great business development machine in this presentation given to Sage Australia/New Zealand at the Partner Insights Summit.
How to create and use buyer personas in order to effectively attract and convert ideal prospects into clients. Example buyer personas for marketing agencies. How marketing agencies can offer a service to clients to help them create buyer personas.
How to Build the Foundation for Effective Segmentation, Nurturing, Sales Acceleration, and Delight
by Joshua Feinberg,
Co-Founder of SP Home Run
Co-Leader of Boca Raton HubSpot User Group
HubSpot Accredited Trainer
At RRE Ventures, an early stage venture capital firm in New York City, our founding teams always tell us that Talent is one of their biggest challenges. While it's gotten easier and less costly to start companies in the last few decades, getting the right team is still a major challenge and yet is a core differentiator for your company.
Given that Hiring and Talent can often seem unapproachable and complicated, we put this Talent Playbook together as a starting point to cover some of the fundamentals. We interviewed Heads of Talent in our network to highlight a few best practices. This also includes an excel template to get you started on hiring when you aren't at a point to invest in more sophisticated systems yet.
Lead Generation for Small Business: Experts Weigh In
Managing your sales using a simple CRM is critical. The question is how do you even generate leads in the first place? Lead generation is the lifeblood of small businesses. If done right, generating great quality leads can be a major catalyst for growth and revenue. But with so many lead generation tactics and approaches available out there, small businesses want to know which are the most effective to use.
To help answer this question, we’ve reached out to a panel of small business sales and marketing experts and asked them all a single question: “What is the most effective lead generation technique(s) for small businesses“?
How to exploit LinkedIn to systematically generate prospects and quality leadsGilbert Mizrahi
You know the drill: No prospects - No sales - No business.
It's time to change that. Now you have the opportunity to get targeted leads and prospects investing only a few minutes every day working with a proven system that will create a continuous flow of potential customers.
Do you suffer from a lack of consistent leads that keeps you from scaling your business?
You are not alone!
Prospecting is hard and salespeople and others in charge of selling B2B products or services probably don't have either the knowledge and/or the time to experiment with different potential approaches, methodologies, and tools to get better results.
SALESmanago: Buyer Persona in Marketing Automationsalesmanago
Buyer Persona is a fictional character, representing features of your customers. It represents human face of customer. Such representations make it easier to segment customers, design Buyer's Journey and plan Lead Nurturing.
Milton Keynes Hubspot User Group MK HUG Powered by Klood DigitalMark Orr
Klood Digital is a Top Milton Keynes based Inbound digital marketing agency. Every 3 or 4 months they host the Milton Keynes Hubspot User Group better known as MK HUG. I really recommend these events.
Hire for Best Possible Outcomes using Talent Hacking & Culture-Fit AnalyticsTalent Hacking
A primary objective of the Human Resources function within a corporate setting is to attract and retain a qualified and productive workforce.
Employee turnover can cost a company up to 40% of its annual profit.
HR has a unique opportunity to acquire better information from job candidates, and improve insight into the corporate culture to accomplish its objectives.
Interactive Recruiting provides HR with the external and internal intelligence it needs to be successful. Better matching of individuals within the corporate environment result in a domain knowledge multiplier - new hire domain knowledge along with corporate knowledge transfer results in measurable improvement in applied knowledge that leads to higher, sustainable, long-term performance.
Essentials of Inbound Marketing 2014 - Class #1 HubSpot Inbound Academy Certi...Sorin Magureanu
What is inbound all about in the first place?
Inbound isn't just a different way of doing marketing, it's a different way of doing business as a whole. Instead of the old interruptive tactics marketing and salespeople used to employ, inbound is about creating a business experience people actually like and want to be a part of. In this class, you'll learn what inbound is, explore the best practices that underlie any successful inbound strategy, and see examples of effective inbound strategies in action.
This class provides the foundational knowledge you'll need to be successful with every class moving forward.
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.
How does today's small business owner build a company of distinction that insures that company will flourish. Only way is to built it right and this presentation will show you how. Creating "Wow!" moments is the start. using the Internet effectively is a plus as well.
Buyers have so much information available to them that they typically have already made 60% of their purchase decision before even talking to a sales rep. We need to change our sales process in order to support the buying process. Learn how to make this transformation by providing a relevant, personal, and delightful experience for each of your prospects from start to finish!
This presentation is part of HubSpot's complimentary Inbound Certification. Get started at: http://academy.hubspot.com/certification
Advokate's Branding Presentation, to be presented during LocalFest: Stuff Made Here, on Saturday, September 6, 2014, at 3:15 p.m. in Suite 204 at The Shirt Factory in Glens Falls, New York
Never Hire a Bad Salesperson Again (eBook Edition)SalesDrive, LLC
Underperforming salespeople are perhaps the greatest cause of frustration to sales executives and financial loss to business owners. The cost of hiring and keeping a bad salesperson can range from six to seven figures annually. To make matters worse, many companies waste money by trying to train sales skills in people who will never improve.
Research shows that the most important factor for success in sales is a person's Drive – the inner fire that ultimately determines if he or she will thrive or fail. This critical trait is hardwired by adulthood, and cannot be improved with sales training. The job interview process must accurately evaluate Drive to identify those with this core personality trait.
Research also shows that Drive is one of the toughest traits for interviewers to rate and one of the easiest traits for candidates to fake. To make matters worse, many sales managers hire based on gut instinct. Thus, they are severely disappointed later. This book, Never Hire a Bad Salesperson Again, provides:
-Psychological research behind the three elements of Drive: Need for Achievement, Competitiveness and Optimism
-A valid hiring process for selecting top performers
-Interview questions to accurately determine whether a candidate is Driven
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.
How to Build the Foundation for Effective Segmentation, Nurturing, Sales Acceleration, and Delight
by Joshua Feinberg,
Co-Founder of SP Home Run
Co-Leader of Boca Raton HubSpot User Group
HubSpot Accredited Trainer
At RRE Ventures, an early stage venture capital firm in New York City, our founding teams always tell us that Talent is one of their biggest challenges. While it's gotten easier and less costly to start companies in the last few decades, getting the right team is still a major challenge and yet is a core differentiator for your company.
Given that Hiring and Talent can often seem unapproachable and complicated, we put this Talent Playbook together as a starting point to cover some of the fundamentals. We interviewed Heads of Talent in our network to highlight a few best practices. This also includes an excel template to get you started on hiring when you aren't at a point to invest in more sophisticated systems yet.
Lead Generation for Small Business: Experts Weigh In
Managing your sales using a simple CRM is critical. The question is how do you even generate leads in the first place? Lead generation is the lifeblood of small businesses. If done right, generating great quality leads can be a major catalyst for growth and revenue. But with so many lead generation tactics and approaches available out there, small businesses want to know which are the most effective to use.
To help answer this question, we’ve reached out to a panel of small business sales and marketing experts and asked them all a single question: “What is the most effective lead generation technique(s) for small businesses“?
How to exploit LinkedIn to systematically generate prospects and quality leadsGilbert Mizrahi
You know the drill: No prospects - No sales - No business.
It's time to change that. Now you have the opportunity to get targeted leads and prospects investing only a few minutes every day working with a proven system that will create a continuous flow of potential customers.
Do you suffer from a lack of consistent leads that keeps you from scaling your business?
You are not alone!
Prospecting is hard and salespeople and others in charge of selling B2B products or services probably don't have either the knowledge and/or the time to experiment with different potential approaches, methodologies, and tools to get better results.
SALESmanago: Buyer Persona in Marketing Automationsalesmanago
Buyer Persona is a fictional character, representing features of your customers. It represents human face of customer. Such representations make it easier to segment customers, design Buyer's Journey and plan Lead Nurturing.
Milton Keynes Hubspot User Group MK HUG Powered by Klood DigitalMark Orr
Klood Digital is a Top Milton Keynes based Inbound digital marketing agency. Every 3 or 4 months they host the Milton Keynes Hubspot User Group better known as MK HUG. I really recommend these events.
Hire for Best Possible Outcomes using Talent Hacking & Culture-Fit AnalyticsTalent Hacking
A primary objective of the Human Resources function within a corporate setting is to attract and retain a qualified and productive workforce.
Employee turnover can cost a company up to 40% of its annual profit.
HR has a unique opportunity to acquire better information from job candidates, and improve insight into the corporate culture to accomplish its objectives.
Interactive Recruiting provides HR with the external and internal intelligence it needs to be successful. Better matching of individuals within the corporate environment result in a domain knowledge multiplier - new hire domain knowledge along with corporate knowledge transfer results in measurable improvement in applied knowledge that leads to higher, sustainable, long-term performance.
Essentials of Inbound Marketing 2014 - Class #1 HubSpot Inbound Academy Certi...Sorin Magureanu
What is inbound all about in the first place?
Inbound isn't just a different way of doing marketing, it's a different way of doing business as a whole. Instead of the old interruptive tactics marketing and salespeople used to employ, inbound is about creating a business experience people actually like and want to be a part of. In this class, you'll learn what inbound is, explore the best practices that underlie any successful inbound strategy, and see examples of effective inbound strategies in action.
This class provides the foundational knowledge you'll need to be successful with every class moving forward.
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.
How does today's small business owner build a company of distinction that insures that company will flourish. Only way is to built it right and this presentation will show you how. Creating "Wow!" moments is the start. using the Internet effectively is a plus as well.
Buyers have so much information available to them that they typically have already made 60% of their purchase decision before even talking to a sales rep. We need to change our sales process in order to support the buying process. Learn how to make this transformation by providing a relevant, personal, and delightful experience for each of your prospects from start to finish!
This presentation is part of HubSpot's complimentary Inbound Certification. Get started at: http://academy.hubspot.com/certification
Advokate's Branding Presentation, to be presented during LocalFest: Stuff Made Here, on Saturday, September 6, 2014, at 3:15 p.m. in Suite 204 at The Shirt Factory in Glens Falls, New York
Never Hire a Bad Salesperson Again (eBook Edition)SalesDrive, LLC
Underperforming salespeople are perhaps the greatest cause of frustration to sales executives and financial loss to business owners. The cost of hiring and keeping a bad salesperson can range from six to seven figures annually. To make matters worse, many companies waste money by trying to train sales skills in people who will never improve.
Research shows that the most important factor for success in sales is a person's Drive – the inner fire that ultimately determines if he or she will thrive or fail. This critical trait is hardwired by adulthood, and cannot be improved with sales training. The job interview process must accurately evaluate Drive to identify those with this core personality trait.
Research also shows that Drive is one of the toughest traits for interviewers to rate and one of the easiest traits for candidates to fake. To make matters worse, many sales managers hire based on gut instinct. Thus, they are severely disappointed later. This book, Never Hire a Bad Salesperson Again, provides:
-Psychological research behind the three elements of Drive: Need for Achievement, Competitiveness and Optimism
-A valid hiring process for selecting top performers
-Interview questions to accurately determine whether a candidate is Driven
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.
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.
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.
Early-Stage Digital Branding Discovery Questions and FrameworkKim Donlan
While full branding and messaging do take time, a failure to understand and navigate the pitfalls of early-stage branding can stop your company from ever really taking off.
Often, you think, “We’ll figure out the branding later—all I need is a landing page,” or “We’re in stealth mode, so I can’t publicly share what we really do,” or the truly dangerous “We can just use a template for now.” The problem with this thinking is that it prevents you from addressing the fundamental questions that define your brand and, more importantly, keeps you from communicating why your early adopters should trust you.
Everything you need to know about brand messagingJaninne Brunyee
Whether you are launching a company, a nonprofit, a product or a service, creating a brand messaging framework that communicates the value of what you are offering is one of the most important tasks your leadership team will take on.
Next Generation Recruiting Workshop @Zalando HQ: Employer Branding with LinkedInLinkedIn D-A-CH
Thank you for your interest in Social Recruiting with LinkedIn. With these tips and tricks you can craft your Employer Brand effectively and attract the best talent. Find out more? Contact us: http://bit.ly/DemoLNKD
Index of useful facts and figures
Recruiting leaders often call the shots with
employer brand – 61% either own it outright or
co-own it with another function like marketing.3
No matter where the buck stops, we’ve found
companies with strong talent brands have
these three things going for them: buy-in
from the C-suite, data to support their case,
and strong cross-functional teamwork.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Company Valuation webinar series - Tuesday, 4 June 2024FelixPerez547899
This session provided an update as to the latest valuation data in the UK and then delved into a discussion on the upcoming election and the impacts on valuation. We finished, as always with a Q&A
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
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Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
9. The old marketing playbook is
BROKEN
94% skip
TV ads
91%
unsubscribe
from email
27% of direct
mail is never
opened
200M on the
Do Not Call
list
10. In order to attract customers,
marketers have to provide something
they will love.
11.
12. Definition:
Inbound Marketing is a holistic,
data-driven approach to marketing
that attracts individuals to your
brand and converts them into
lasting customers
13. What Makes Inbound Different?
• Outbound
– Cold Calling
– Cold Emails (SPAM)
– Interruptive Ads
– Marketer-centric
• Inbound
– SEO
– Blogging
– Attraction
– Customer-centric
14. When you use inbound
marketing, your customers will
come to you.
18. • Keyword search
• Blog
• Calls-to-action
• Website & Landing pages
• Email
• Marketing Automation
• Social Media
Multi-Channel Marketing
19. Get Traffic Create blog content, search engine optimize (SEO) your content,
and promote it on social media sites.
Get Leads Place calls-to-action throughout your website to drive visitors to
landing pages with forms. Visitors fill out the forms to get whatever
you’re offering and become leads.
Get Customers Send your leads automated emails to drive them along your buying
cycle. Provide your sales team with lead intelligence so they can
make more effective sales calls.
Analyze Analyze the success of your marketing campaigns, and determine
which areas need further optimizations for future success.
The Inbound Funnel
31. Table of Contents
6 Reasons To Create Personas ……………………………………………………………. Page 6
What Are Buyer Personas? ...……………………………………………………………….. Page 7
What Are Negative Personas? ………………………………………......................….. Page 8
How Can You Use Personas? ………………………………………………………………. Page 9
How Do You Create Personas? …………...………………………..……………......…. Page 11
Blank Templates ………………………………………………………………………………..... Page 20
32. 6 Reasons To Create Personas
1. Competitive Advantage
2. Unify your teams understanding of your customer
3. To provide focus for communication strategy
4. To give perspective to all stakeholders
5. To create empathy for creatives
6. To add context
32
33. 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.)
33
34. What Are Negative Personas?
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.)
34
35. 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).
35
36. How Can You Use Personas?
When combined with lifecycle stage (i.e. how far along someone is in your sales
cycle), buyer personas also allow you to map out and create highly targeted
content.
36
37. How Do You Create Buyer Personas?
37
Step 1
Collect Data
Step 2
Identify Groups
Step 3
Build Personas
38. How Do You Create Buyer Personas?
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.
38
39. How Do You Create Buyer Personas?
(continued)
• 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?)
39
40. Name of Persona 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)
DEMOGRAPHIC
Male or female? Age? Income? Location?
• Skews female
• Age 30 – 45
• Dual HH Income: $140,000
• Suburban
IDENTIFIERS
Demeanor? Communication preferences?
• Calm demeanor
• Probably has an assistant
screening calls
• Asks to receive collateral
mailed/printed
40
41. Name of Persona SAMPLE SALLY
GOALS
Primary goal? Secondary goal?
• Keep employees happy and
turnover low
• Support legal and finance teams
CHALLENGES
Primary challenge? Secondary challenge?
• 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
team’s systems
41
42. Name of Persona 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 OBJECTIONS
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 a
new system.
42
43. Name of Persona SAMPLE SALLY
MARKETING MESSAGING
How should you describe your solution to your
persona?
• Integrated HR Database
Management
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.
43
44. Your Turn!
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.”)
44
45. Name of Persona Persona 1
BACKGROUND
Job? Career path? Family?
• Job
• Career Path
• Family life
DEMOGRAPHIC
Male or female? Age? Income? Location?
• Gender
• Age
• Income
• Location
IDENTIFIERS
Demeanor? Communication preferences?
• Demeanor
• Communication Preference
45
46. Name of Persona Persona 1
GOALS
Primary goal? Secondary goal?
• Primary Goal
• Secondary Goal
CHALLENGES
Primary challenge? Secondary challenge?
• Primary Challenge
• Secondary Challenge
WHAT CAN WE DO
…to help our persona achieve their goals?
...to help our persona overcome their
challenges?
• What we can do point 1
• What we can do point 2
46
47. Name of Persona Persona 1
REAL QUOTES
About goals, challenges, etc
• Quote 1
• Quote 2
• Quote 3
COMMON OBJECTIONS
Why wouldn’t they buy your product/service?
• Common Objection 1
• Common Objection 2
47
48. Name of Persona Persona 1
MARKETING MESSAGING
How should you describe your solution to your
persona?
• [Type in your marketing
message]
ELEVATOR PITCH
Sell your persona on your solution!
• [Type in your elevator pitch]
48
49. Name of Persona Persona 2
BACKGROUND
Job? Career path? Family?
• Job
• Career Path
• Family life
DEMOGRAPHIC
Male or female? Age? Income? Location?
• Gender
• Age
• Income
• Location
IDENTIFIERS
Demeanor? Communication preferences?
• Demeanor
• Communication Preference
49
50. Name of Persona Persona 2
GOALS
Primary goal? Secondary goal?
• Primary Goal
• Secondary Goal
CHALLENGES
Primary challenge? Secondary challenge?
• Primary Challenge
• Secondary Challenge
WHAT CAN WE DO
…to help our persona achieve their goals?
...to help our persona overcome their
challenges?
• What we can do point 1
• What we can do point 2
50
51. Name of Persona Persona 2
REAL QUOTES
About goals, challenges, etc
• Quote 1
• Quote 2
• Quote 3
COMMON OBJECTIONS
Why wouldn’t they buy your product/service?
• Common Objection 1
• Common Objection 2
51
52. Name of Persona Persona 2
MARKETING MESSAGING
How should you describe your solution to your
persona?
• [Type in your marketing
message]
ELEVATOR PITCH
Sell your persona on your solution!
• [Type in your elevator pitch]
52
53. 78 SW 7th Street
Miami, FL 33130
305-209-9939
GoRizen.com/unibe
Bv. 1ero de Noviembre 403
Edificio CENTUR
Punta Cana,
Dominican Republic
809-795-7540