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.
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 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.
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 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.
Do you understand the experiences of your customers? How about your employees? In this workshop/presentation Shift breaks down Journey Mapping best practices and offers hands-on guidance to perfecting your Journey Mapping skills.
Numa era de mudanças organizacionais e perturbações globais sem precedentes, o relatório Global Marketing Trends 2022 apresenta as principais tendências de marketing, fruto dos desafios de negócio que enfrentamos
Case Study: Innovative, Fun Marketing Tool Go-to-Market Plan (Cisco myPlanNet)Petra Neiger
A few slides from the go-to-market plan for the Cisco myPlanNet simulation game, incl. traditional and social media marketing. Some integration examples also included.
Oct 2009 - Jan 2010 results:
- 77,730 unique hits
- 23,234 downloads
- 25,658 Facebook fans
- Played in 130 countries by over 2,500 institutions
- Press and analyst coverage
Digital Marketing Plan and Action for Next 4 MonthDEBAYAN PURKAIT
Bangalore Based new Startup company, "pasto" they are going to make their brand awareness to the target customer, this the ppt what I made for the upcoming 4-month action plan .
Digital Marketing proposal for Health-N-Life magazine in Qatar. It includes campaign and marketing ideas for day to day marketing use. Social Media and other Digital Media channels
Digital Content Marketing Proposal PowerPoint Presentation SlidesSlideTeam
If your company needs to submit a Digital Content Marketing Proposal PowerPoint Presentation Slides look no further. Our researchers have analyzed thousands of proposals on this topic for effectiveness and conversion. Just download our template, add your company data and submit to your client for a positive response. http://bit.ly/31MrmPx
Developing Your Go to Market Strategy - For Startup Founders & EntrepreneursAdam Moalla
How to think about your new business go to market strategy?
In my accelerators mentoring sessions, I try to bring all the knowledge I have built in the last 10 years into a 30min presentation, aiming to inspire entrepreneurs and startups founders and give them hints and tips on how to think and develop their go to market strategy as an essential part of successfully launching and growing their business idea.
These slides are by no mean a go-to-market strategy template but rather an elaboration on the different aspects of what constructs the process of building the sales and marketing activities of a new business.
The slides touch the following topics:
Things that you can control for your idea to be successful
Re-thinking your new business KPIs
Analysing the market objectively
Identifying target customers
Defining the "Minimum Viable Sales Process"
Widening the marketing activities
Tracking and optimisation
An Amazon Seller’s Guide to Operational Success: Driving Traffic from Externa...Tinuiti
Pushing organic traffic to Amazon is important, but marketers need to stay ahead of the competition and avoid spending valuable ad dollars on non-converting detail pages.
In this session, we will explain how sellers can achieve success by driving traffic to their storefront pages from outside sources and how to maximize review generation. Tinuiti’s retail operations expert will be joined by Amazon seller tools company, eComEngine, leading micro influencer marketing platform, Stack Influencer, and ad optimization toolkit, Ampd.
Sales Impact Academy Coach, Mark Walker gives a preview of this foundational course.
You will learn:
1. How to identify the real pain points in your target market.
2. Which go-to-market model is best suited to your businesses.
3. Learn about the key success metrics you need to track.
Key Points:
1. Don’t be a solution in search of a problem - Consider the demand in the market first and then build a product for that pain.
2. Frame your key competitors as villain’s - it is a great way of identifying a problem and rallying people behind your product.
3. Be a pill not a vitamin - Is your product a ‘must have’ or a ‘nice to have’?
4. Your ICP should be narrow enough that you are able to streamline your entire operation and make your capital more efficient - you will have to say no to people.
5. A genuine go-to-market model considers every stage of the funnel.
Customer Journey Map - A Step-By-Step Guide with ExamplesYuri Vedenin
A detailed step-by-step guide to customer journey map creation. We’ll be using our Customer Journey Map Online tool (https://uxpressia.com/customer-journey-map-online-tool) along the way for two reasons. Because it’s easy to use and it lets you create CJM fairly quickly without wasting time on setting up the environment.
You can read the original post here: https://uxpressia.com/blog/customer-journey-map-guide-examples
We saw a lot of changes in Google Ads last year, and as privacy and technology grows, we can expect to see even more.
So what’s changing and how do you need to adapt?
We've got the inside scoop (literally!). Check out these webinar slides to learn:
• Google Ads evolution and trends for 2022.
• Data and insights on impression share & click inflation.
• New ideas to try, keyword strategies, and more!
Generally, customer journey mapping workshops are ineffective due to being run in silos, insufficient or irrelevant attendance, and lack of follow-ups.
Customer Journey Mapping Workbooks are the new way to hold customer journey workshops - the workbooks are designed around the lifecycle of a typical industry customer so that almost all aspects of customer's experience are covered. Each workbook contains useful design thinking frameworks including stakeholder map, persona map, empathy map, customer journey map, and prioritization matrix. The attendees of the journey mapping workshops are encouraged to perform individual or team level customer discoveries first and then consolidate all learning in a final workshop.
Customer journey mapping workbooks are available for 6 industry sectors: Telecom, Banking, Insurance, Travel, Retail, and Utilities. Customized workbooks could be developed for clients where their particular brand, strategy, and objectives are catered for. To learn more about the customer journey mapping workbooks, contact zaheer.gilani@omnixco.com. You can also purchase the workbooks on amazon.co.uk.
How to build a persona - Introduction of the 7C modelRalph Poldervaart
Learn how to make persona's with the 7C-model. What do you want to know of your target groups before you build persona's? How do you stimulate the organisation to work with persona's?
In this presentation we explore the link between business need and customer need and how to innovate (and remove business problems or discover business opportunities) through persona creation and Design Thinking
Do you understand the experiences of your customers? How about your employees? In this workshop/presentation Shift breaks down Journey Mapping best practices and offers hands-on guidance to perfecting your Journey Mapping skills.
Numa era de mudanças organizacionais e perturbações globais sem precedentes, o relatório Global Marketing Trends 2022 apresenta as principais tendências de marketing, fruto dos desafios de negócio que enfrentamos
Case Study: Innovative, Fun Marketing Tool Go-to-Market Plan (Cisco myPlanNet)Petra Neiger
A few slides from the go-to-market plan for the Cisco myPlanNet simulation game, incl. traditional and social media marketing. Some integration examples also included.
Oct 2009 - Jan 2010 results:
- 77,730 unique hits
- 23,234 downloads
- 25,658 Facebook fans
- Played in 130 countries by over 2,500 institutions
- Press and analyst coverage
Digital Marketing Plan and Action for Next 4 MonthDEBAYAN PURKAIT
Bangalore Based new Startup company, "pasto" they are going to make their brand awareness to the target customer, this the ppt what I made for the upcoming 4-month action plan .
Digital Marketing proposal for Health-N-Life magazine in Qatar. It includes campaign and marketing ideas for day to day marketing use. Social Media and other Digital Media channels
Digital Content Marketing Proposal PowerPoint Presentation SlidesSlideTeam
If your company needs to submit a Digital Content Marketing Proposal PowerPoint Presentation Slides look no further. Our researchers have analyzed thousands of proposals on this topic for effectiveness and conversion. Just download our template, add your company data and submit to your client for a positive response. http://bit.ly/31MrmPx
Developing Your Go to Market Strategy - For Startup Founders & EntrepreneursAdam Moalla
How to think about your new business go to market strategy?
In my accelerators mentoring sessions, I try to bring all the knowledge I have built in the last 10 years into a 30min presentation, aiming to inspire entrepreneurs and startups founders and give them hints and tips on how to think and develop their go to market strategy as an essential part of successfully launching and growing their business idea.
These slides are by no mean a go-to-market strategy template but rather an elaboration on the different aspects of what constructs the process of building the sales and marketing activities of a new business.
The slides touch the following topics:
Things that you can control for your idea to be successful
Re-thinking your new business KPIs
Analysing the market objectively
Identifying target customers
Defining the "Minimum Viable Sales Process"
Widening the marketing activities
Tracking and optimisation
An Amazon Seller’s Guide to Operational Success: Driving Traffic from Externa...Tinuiti
Pushing organic traffic to Amazon is important, but marketers need to stay ahead of the competition and avoid spending valuable ad dollars on non-converting detail pages.
In this session, we will explain how sellers can achieve success by driving traffic to their storefront pages from outside sources and how to maximize review generation. Tinuiti’s retail operations expert will be joined by Amazon seller tools company, eComEngine, leading micro influencer marketing platform, Stack Influencer, and ad optimization toolkit, Ampd.
Sales Impact Academy Coach, Mark Walker gives a preview of this foundational course.
You will learn:
1. How to identify the real pain points in your target market.
2. Which go-to-market model is best suited to your businesses.
3. Learn about the key success metrics you need to track.
Key Points:
1. Don’t be a solution in search of a problem - Consider the demand in the market first and then build a product for that pain.
2. Frame your key competitors as villain’s - it is a great way of identifying a problem and rallying people behind your product.
3. Be a pill not a vitamin - Is your product a ‘must have’ or a ‘nice to have’?
4. Your ICP should be narrow enough that you are able to streamline your entire operation and make your capital more efficient - you will have to say no to people.
5. A genuine go-to-market model considers every stage of the funnel.
Customer Journey Map - A Step-By-Step Guide with ExamplesYuri Vedenin
A detailed step-by-step guide to customer journey map creation. We’ll be using our Customer Journey Map Online tool (https://uxpressia.com/customer-journey-map-online-tool) along the way for two reasons. Because it’s easy to use and it lets you create CJM fairly quickly without wasting time on setting up the environment.
You can read the original post here: https://uxpressia.com/blog/customer-journey-map-guide-examples
We saw a lot of changes in Google Ads last year, and as privacy and technology grows, we can expect to see even more.
So what’s changing and how do you need to adapt?
We've got the inside scoop (literally!). Check out these webinar slides to learn:
• Google Ads evolution and trends for 2022.
• Data and insights on impression share & click inflation.
• New ideas to try, keyword strategies, and more!
Generally, customer journey mapping workshops are ineffective due to being run in silos, insufficient or irrelevant attendance, and lack of follow-ups.
Customer Journey Mapping Workbooks are the new way to hold customer journey workshops - the workbooks are designed around the lifecycle of a typical industry customer so that almost all aspects of customer's experience are covered. Each workbook contains useful design thinking frameworks including stakeholder map, persona map, empathy map, customer journey map, and prioritization matrix. The attendees of the journey mapping workshops are encouraged to perform individual or team level customer discoveries first and then consolidate all learning in a final workshop.
Customer journey mapping workbooks are available for 6 industry sectors: Telecom, Banking, Insurance, Travel, Retail, and Utilities. Customized workbooks could be developed for clients where their particular brand, strategy, and objectives are catered for. To learn more about the customer journey mapping workbooks, contact zaheer.gilani@omnixco.com. You can also purchase the workbooks on amazon.co.uk.
How to build a persona - Introduction of the 7C modelRalph Poldervaart
Learn how to make persona's with the 7C-model. What do you want to know of your target groups before you build persona's? How do you stimulate the organisation to work with persona's?
In this presentation we explore the link between business need and customer need and how to innovate (and remove business problems or discover business opportunities) through persona creation and Design Thinking
Huisvesting & Corporate Branding - van een kantoor naar jouw kantoor - id circleJanneke Zuidhof
Seminar Huisvesting & Corporate Branding - wat als Starbucks je huisvesting zou managen? - presentatie parallelworkshop 'van een kantoor naar jouw kantoor' - de Identity Circle
Mobile UX London 2016 Conference Workshop - Sabrina Duda - Persona workshopNaveed R
Mobile UX London Conference 2016 - Workshop - https://mobileuxlondon.com - How to create personas? This workshop will provide you with the necessary facts about how to create personas. We will work with a real website and each group will create personas for this website, based on information and a framework.
The workshop will start with a short overview about personas, showing many examples and different methods and templates. We will discuss these examples and your personal opinion and experiences with personas. We will create personas for a mobile website in groups à 3-4 people and share the results.
We have always wanted to have an example buyer persona, but our clients would never allow their competitors to have access to such valuable insights. We can’t argue with that.
So we developed the following persona without a client in mind. We built it by interviewing marketers about their decision to buy an email marketing solution.
Please note that one important aspect of this persona is far more valuable when it is not an example. The Perceived Barriers insight for a real persona reveals the reasons that buyers do not choose the solution you are marketing. This is often one of the most actionable aspects of the buyer persona, identifying opportunities to build sales and marketing strategies that overcome your buyer’s objections. We couldn’t capture those insights without choosing a specific email marketing solution for our example.
We hope that this example buyer persona will help you to understand why the 5 Rings of Buying Insight™ are rapidly becoming the standard framework for B2B and B2C buyers of medium-to-high consideration products, services and solutions.
The concept of working with personas is getting more and more popular, a lot of companies have embraced the tool or method and use it in many different ways.
However I get a lot of reactions from people that struggle with developing and using personas. Here are a few tips to make them better.
From time to time I am organizing an open workshop, somewhere between Düsseldorf and Amsterdam:
Deutsch / German
www.creative-companion.com/Data-Storytelling-with-personas/persona-workshop-deutsch.html
Nederlands/Dutch
www.creative-companion.com/Data-Storytelling-with-personas/persona-workshop-nederlands.html
Learn how data can help you better target and engage buyers
Justin Gray, Founder and CEO of LeadMD, gives you a set of tools that will help you design, implement and succeed with applying buyer intelligence and predictive data modeling to build intelligent buyer personas
Learn tips on how to provide the best experience and build strong relationships with your customers. See what crucial data should be constantly gathered and analyzed in order to decrease churn and improve customer retention.
Commerceblend helps you to scale up your personalization. Create a personalized web experience for customers become more and more important to increase engagement rate and conversion rate with us.
Are you really benefiting from the full capabilities of your marketing automation technology? The experts explain how you can make the most of your investment in this eBook guide.
Digital marketing is the component of marketing that uses digital technology based on online environments such as desktop computers, mobile phones and other digital platforms and media to promote products and services
Customer Journey Maps and Buyer PersonasGoodbuzz Inc.
Today’s buyers have more ways to interact with businesses than ever, but this increase in communication channels and platforms doesn’t necessarily translate to a positive customer experience: Only 22 percent of consumers say the average retailer understands them as an individual, and only 21 percent say the communications they receive from the average retailer are “usually relevant.”
Many companies are enticed at the idea of adding marketing automation to their business processes. But as Bill Gates once said, adding technology to an inefficient process, magnifies the inefficiency. In this presentation, explore concepts to help you test to see if your business is ready for marketing automation.
2016 Lead Nurturing Report In Partnership With Salesforce PardotVeena Glover
Lead nurturing is a powerful marketing strategy and it is evident that marketers would like to continue reaping the rewards of their nurturing programs by setting a variety of objectives that revolve around this indispensable tool.
emedia and Pardot set out to discover the latest and greatest lead nurturing strategies currently deployed by the top tier marketers to drive their prospects through the buying cycle.
This report draws its conclusions from a 2016 survey that polled a large sample of B2B marketers based in EMEA and US/NA.
Insight into the mind of your peers: Discover the benefits that marketers have reaped, challenges they've faced and the future goals that they're now aspiring to.
You'll find top tips on numerous topics including segmenting data, personalising programs and marketing automation. This report will fuel your future plans and help you to design and implement successful lead nurturing campaigns.
Process to create a best digital marketing strategy.
4 Step Process - To Create Best Digital Marketing Strategy for 2018.
Read More: http://www.growthsecrets.in/digital-marketing-strategy/
Step 1 : Define your Goals and Objective of strategy
Step 2:Analyse every area of the business
Step 3:Creating Effective Plan
Step 4:Measure every actions
Read More: http://www.growthsecrets.in/digital-marketing-strategy/
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
2. WHAT IS A BUYER PERSONA?
Definition
Use of Personas
Effects: Buyer Persona in numbers
CREATING BUYER PERSONA. METHODOLOGY
When to create a Persona?
Where to get data from?
Useful tools
How Marketing Automation helps you build a Persona?
Archetype theory (optional)
CREATING BUYER PERSONA STEP BY STEP
Let’s Go!
Sample questions for B2B
Sample questions for B2C
Important notes
Physical representation of your Persona
Frequently made mistakes
When Persona doesn’t work
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
BUYER PERSONA – BASE FOR MARKETING
AUTOMATION ACTIONS
Highest form of personalization
Scoring
Lead Nurturing
Synergy of Automation and Content
Marketing with use of Persona
Case study
REFERENCES
Buyer Persona in Marketing Automation. Practical Guide to Creation and Use of Personas
Spis treści
21
22
23
24
26
27
28
2
3. What is a Buyer Persona?
Definition
Use of Persona
Effects: Buyer Persona in numbers
Buyer Persona in Marketing Automation. Practical Guide to Creation and Use of Personas 3
4. BUYER PERSONA IS A FICTIONAL
CHARACTER REPRESENTING FEATURES
OF YOUR CUSTOMERS.
Desires
Definition
It represents human face of customer:
Motivations
Habits
Behavioral Patterns
Doubts
Aims.
Such representations make it easier
to segment customers, design Buyer's
Journey and plan Lead Nurturing.
Interdisciplinary Methodology
Creating Buyer Persona requires combining
knowledge and skills from various disciplines:
Psychology
Marketing
Anthropology (including Digital Anthropolgy)
Sociology
Analytics.
Aim?
To interpret data from analytics and research,
to understand customers better and to create
cohesive image of addressee of our actions.
What Buyer Persona is NOT
Brand hero
Projection of marketer’s
wishful thinking
Office mascot.
Original way: Function, stupid!
In this ebook we present our own recipe for creating
Buyer Persona, different from common practices.
Contrary to many others, we don’t believe in:
Personas creators and templates
Giving Personas faces and names
Creating plastic representations
of Personas (or in hanging them
in office)
Devoting too much time
for developing Personas
Establishing emotional bonds with
Personas, talking to them, etc.
We are pragmatic. Function is the key, and
Persona just serves sales. For us the most
important moment of working with Persona is not
creating it, but actual use in marketing and sales
actions. Last part of that ebook is devoted to
practical implementation of Persona.
Buyer Persona in Marketing Automation. Practical Guide to Creation and Use of Personas
Real, actual customer
(remember – Buyer Persona
is an abstract construct, extract
or generalization of all your customer).
4
5. Understandable
representation of data:
Buyer Persona is created when we want to
translate abstract numbers, data and
information to more understandable form –
an image one can refer to, use it. Such
image embodies data, stimulates
imagination, helps transfer data into action. Secures coherence:
Marketers, salespeople and customer service
are tempted to imagine and profile customer
according to their current situation. Buyer
Persona prevents it by delivering stable point of
reference. Each new idea for campaign or
product can be confronted with that image and
verified: does new project reflect who we
address our services to?
Better personalization:
Personas provide plenty of inspiration in
terms of channels, forms and content of
personalized communication.
Use of Persona
Empathy:
Persona allows for better understanding of
customers, because it involves translating
data and analysis into experiences, habits
and emotions.
Enriches analytics:
Data tell us WHAT happens, while when
creating Personas we attempt to find out
WHY and HOW our customers do so.
Improving company’s
internal communication:
Thanks to Buyer Persona all departments share
cohesive vision of customer’s need, values,
doubts and communication.
Shows directions
of development:
Knowing our customers better we can
predict what more might they need
in the future.
Optimizes advertising costs:
Because of precise targeting you don’t waste
money on recipients who wouldn’t buy your
product anyway.
Seeing obstacles on
buyer’s journey:
When creating Buyer Persona you discover
customer’s inhibitions, doubts and problems.
Such valuable knowledge helps anticipate
possible criticism and address difficulties as
early as possible.
Rules of scoring:
Richer knowledge on how customer buys
helps determine stages of buyer’s journey
more precisely and adequately, and point out
events which really mean new level in
customer-brand relationship, therefore we
can build more reliable and efficient scoring
rules.
Buyer Persona in Marketing Automation. Practical Guide to Creation and Use of Personas 5
6. 97%
more leads
acquired online
55%
more traffic from
organic search
210%
increase in traffic
(in total)
Case Study:
Effects: Buyer Persona in numbers
Skytap, IT solutions provider.
Thanks to developing
and implementing Buyer Persona
they achieved:
Buyer Persona in Marketing Automation. Practical Guide to Creation and Use of Personas
Effectiveness
of marketing
actions on the
website increases
Email CTR
increases by Targeted
ads are
at least
twice more
effective than
non-targeted ones2-5 Times
14%
6
7. Creating Buyer Persona.
Methodology
When to create a Persona?
Where to get data from?
Useful tools
How Marketing Automation helps you build a Persona?
Archetype theory (optional)
Buyer Persona in Marketing Automation. Practical Guide to Creation and Use of Personas 7
8. At the stage of designing new
product or service: when you
want to determine your target,
When you design communication
strategy: and want to know what content
and in which form your recipients prefer,
When planning content
marketing: what topics interest your
readers? Which style, lenght and form would be
most convenient for them?
During work at concept of Lead
Nurturing:you know what content does
customer need at given point and how s/he prefers
to consume it, what to include, how to divide
educational material into bits.
When to create a Persona?
Creating Personas in a constant,
ongoing process, because your
knowledge on customers changes and
customers themselves change. Don’t
treat Personas as one-time task. Try to
revise Personas on regular basis
(once in a month, once in three months,
depending on your company’s
development’s dynamics).
Buyer Persona in Marketing Automation. Practical Guide to Creation and Use of Personas 8
9. Interviews with customers or prospects
(face to face in brick and mortar stores,
or via Skype)
Where to get data from?
Methods available
Focus groups
Surveys
Ethnographic research
(can be subcontracted)
Website analytics
(demographic data, interests,
references, activityi)
Online behavior monitoring
(behavioral and demographic data)
Information from salespeople or customer
service department
Customer feedback
on website and in social
media (analyze also competitors’
website from that perspective)
Social media analytics
Data from contact forms
Choice of method depends on many factors, mostly on resources. The more methodologies you
combine, the more material from various sources you combine, the more reliable your
Persona will be.
When your communication misses
customers and fails. You either don’t
know who your customer is or your
vision is detached from reality.
When you begin really innovative and
costly project. Sometimes price of
professional research is far smaller
from cost of potential failure, not to
mention invaluable insight you get.
Buyer Persona in Marketing Automation. Practical Guide to Creation and Use of Personas
Collecting data is actually about contact with customer or prospect. In order to talk to them,
you can use the following tools:
Choosing your method. The more material, the better!
When to invest in expensive methods?
9
10. Useful tools
For survey:
SurveyMonkey
Google Forms
Skype
Instructions on conducting customer survey
System Marketing Automation
(more on that – p. 11)
To gather and represent
results
Trello
Evernote
Google Docs
There are plenty of Persona creators and
templates with questions and fields to be
filled, sometimes they even include pictures
you can add. You can use them, but in our
opinion they are more of a limitation than of
support. Why?
The point is that you have to come up with list
of questions yourself (of course, possibly
choosing from list and templates available,
combining your own list from many sources).
What aspect of customer experience, habits
or personality are vital for your business? No
pre-defined template will respond to your
needs.
Also your answers should (and probably will)
be more extensive than space provided by
authors of the template. You can also have
problems with including or needed materials or
links to it, with making corrections, evaluating
or reshaping your Persona.
But if you still prefer to work on templates,
we recommend you these two:
Personapp
Buyer Persona
Institute templates
Buyer Persona in Marketing Automation. Practical Guide to Creation and Use of Personas.
Persona Creators and Templates
Questions must be yours
10
11. Why do you need Marketing Automation to build your Persona? Because it’s the most advanced tool for behavioral
monitoring and analytics, building a complex picture of users’ Digital Body Language.
minutyminuty
Marketing Automation platform collects data from
various channels,
How Marketing Automation helps you build a Persona?
MA platform registers all interactions, therefore
provides reliable data,
It offers precise methods of online monitoring, such
as Web Beacon (monitoring not only what user
clicks, but also what s/he actually clicks),
Offline tracking (thanks to beacons) allows to
combine knowledge about online and offline
shopping behaviors,
Thanks to huge amount of data collected by
system you can profile your questions for surveys
or interviews more precisely,
Offers possibility of segmenting recipients of your
survey, so you can prepare it in a couple of
versions (e.g. different for beginners and advanced
users) and get more relevant results,
Because it includes data from sales department,
you have all the information about what actions
were required to acquire a customer,
You can also use transactional data from ERP, POS
and CRM,
Makes communication between sales and
marketing departments more efficient and
enables marketers to use salespeople’s expertise
and experience,
You can combine all the data in one platform
– it guarantees order
,
Buyer Persona in Marketing Automation. Practical Guide to Creation and Use of Personas 11
12. Archetypes are used mostly to building
brand personality (assigning brand to
certain archetype and shaping narrative
accordingly, e.g. Benetton is an outlaw).
czyli
minuty
czyli
minuty
czyli
minutyminuty
Jungian archetypes
Archetype theory (optional)
Some marketers use Jungian archetypes
theory when building Personas in order
to understand psychological mecha-
nisms behind customers’ behavior
better. That trend was introduced with
„The Hero and the Outlaw. Building
Extraordinary Brands Through the Power
of Archetypes” by Margaret Mark and
Carol S. Pearson.
Customer intuitively gets universal
patterns
Jung claims that all people share
collective unconsciousness with
universal patterns of human experience
encrypted in it. Therefore if a brand refers
to that commonly understood models,
customers will intuitively get them very
fast and relate to them, because they
have natural predispositions to that.
Classification of archetypes
Analogically we can assign our Personas
to archetypes. It will provide some
structure and pose more psychological
questions. Your persona might be e.g.:
The Sage:
motivated by desire
to find the truth, with
expert knowledge
in the field, rational
The Explorer:
brave non-conformist,
risky and hungry for
new experiences
The Creator:
creative, emotional,
independent and free
Advantages:
Clear outline of the Persona
Inspirations
In-depth reflection on customer
psychology
Disadvantages:
Possibility of replacing data with
archetype theory, making data fit
archetype (it should be the other way
round)
Risk of wasting a lot of time for
developing irrelevant aspects of Persona
Buyer Persona in Marketing Automation. Practical Guide to Creation and Use of Personas 12
13. Creating Buyer Persona
Step by Step
Let’s Go!
Sample questions for B2B
Sample questions for B2C
Important notes
Physical representation of your Persona
Frequently made mistakes
When Persona doesn’t work
Buyer Persona in Marketing Automation. Practical Guide to Creation and Use of Personas 13
14. In the process of creating it we will try to establish:
Decide which questions are crucial for you right
now. Prepare a list and learn how you will find your
answers. Prepare surveys
if necessary.
Once a month or once in three months find some time
to take a look at your Persona(s). Have you learned
something new about them in that time? Maybe your
experience has proven some of earlier hypothesis
wrong? Or maybe your customer changed?
Remember that Personas are dynamic construct.
Revise them because otherwise they will lose
relevance and become either useless or harmful.
Regular revisions let you see previous mistakes and
You know now what tools you will need, what
Persona is and how to use it.
Essential questions are marked with a star*
Revise Personas
Let’s Go!
customer’s motivation and priorities
success indicators
possible obstacles or barriers preventing
from closing the deal
buyer’s journey
decision criteria
Below we prepared a list of questions useful when
creating a Persona, for B2B and B2C. We hope that
our list will inspire you: choose from our ideas,
combine them with others, and add your own freely.
Asking yourself that question is a good way to
start - you will know more precisely where to begin
when you eliminate as many other options as
possible. Also it comes at hand when you’re stuck
and can’t get a grip of your persona - defining
them negatively (who your customers certainly
ARE NOT) unlocks your creative and analytical
potential.
Who is NOT my customer?
Buyer Persona in Marketing Automation. Practical Guide to Creation and Use of Personas 14
15. On what is he currently working?
What are his priorities, crucial objectives? *
Sample questions for B2B
What obstacles he faces on the way? *
For what is he responsible?
What are his most important purchase criteria?*
What is his position in the company? Is his decisive? *
On which technologies is he dependent? *
What tools/ platforms does he use?
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What would prevent him from making a purchase? *
On what basis is his work evaluated?
How long does it take to make a decision? *
Which aspects of his work does he like?
What success means to him?
What size is his organization of? *
What are his core competencies, most valuable skills?
Where does he get his knowledge from?
What is his budget, approximately? *
Has he used your competitors’ solutions? *
What are his education and experience?
What is his business branch?
What strategies does he use? Which are efficient?
Is he satisfied with his job?
How his typical workday looks like?
Of what tasks does it consist?
Buyer Persona in Marketing Automation. Practical Guide to Creation and Use of Personas
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16. What is his gender?
How old is he?
How many responsibilities does he have and how much time for leisure? What is his work-life balance?
Where does he come from?
When he buys?
Where he buys (online/ offline; brands, stores)? *
How much does he spend?
What are his shopping habits (conducting research? Participating willingly in loyalty programs?
Prefering big but rare shopping or small but frequent sessions? Does he enjoy shopping?) *
What triggers him to shopping? *
What interrupts purchase or discourages from it? What are shopping barriers? *
Sample questions for B2C
Buyer Persona in Marketing Automation. Practical Guide to Creation and Use of Personas
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What are his doubts?
Where does he look for information (channels, media, size of content, content consumption habits…)? *
Which feature of the product are crucial for him? *
16
17. Be specific. Try to answer
questions as precisely as possible.
Mark details and note the exact
words your customers use.
Collect quotes.
You Persona should be made of real
words of customers and analytics.
Important notes
Don’t force answers.
If you don’t know something
important about your customers,
don’t feel compelled to fill in the
blanks at all cost. If you have a
hypothesis, write it there and
mark as hypothesis. You can
go back to that question later.
You can have more than
1 Persona.
But Personas must be distinct,
otherwise there is no point in creating
many of them. Or maybe you haven’t
been precise enough?
Primal customer.
If you have more than 1 Persona,
know which one is your primal, core,
most important customer, on whom
you want to focus.
How do I know that?
Adding new feature to your Persona
profile, note where do you know
it from, in order to distinguish
between solid knowledge from
hypothesis.
Predict.
Use Personas to indicating trends
and predicting future needs of your
customers.
Don’t overdo it.
Don’t waste time on developing to
complex Persona (do you need to
make up his bio to know how he
spends money?). It’s easy to get
overwhelmed with massive amount of
irrelevant details. Sometimes working
on Persona can be an excuse for not
taking real actions to communicate
with actual customers.
Buyer Persona in Marketing Automation. Practical Guide to Creation and Use of Personas 17
18. Physical form.
Some marketers like to make physical
representation of Persona as similar
to real person as possible. So they
add a photo of face, make a Persona
puppet or figurine. Going that far isn’t
necessary.
Physical representation of your Persona
Document.
We recommend keeping Persona in
form of a written description in text
document, preferably one with online
editing options (it will help you make
corrections or build up new
informations).
Wieszanie persony w biurze.
People do so in order to make all
employees remember about final
addressee of their efforts. However
it might lead to oversimplifying the
Persona or infantilizing it, what turns
it into nothing more that an empty requisite
or a mascot without real function.
Face of the customer.
Others give Persona face of actual
customer. Such practice also brings
on risk of misconception. Persona is
NOT your real customer – it’s just a
set of conclusions drawn from
analysis, research and survey. It’s a
form of representing data.
Persona has to be clear
and readable above all.
Don’t try to
overcomplicate it with
unnecessary graphic
or manual work. It will
only make your work
longer without providing
any real value.
You should keep a record of all collected data
which create your Persona. There is a couple of
methods.
Buyer Persona in Marketing Automation. Practical Guide to Creation and Use of Personas 18
19. Wishful thinking:
giving up to unrealistic dreams,
misadjusting Persona to one’s
fantasies
Frequently made mistakes
Methodological mistakes:
They might concern unfortunate,
misleading or biased phrasing in
survey (and other survey – creating
missteps, like including too many
questions) and interpretation of
answers.
Focusing too much on
Persona-creating and not enough
at their function.
You develop Persona to understand
your customers better and know how
to communicate with them (see p. 5),
not for sake of artwork.
Generalities:
Phrases like „Appreciates good
quality and is willing to pay for it”
or „Cares about health” mean noth-
ing, because they are too general
and too vague. Avoid them at any
cost, because at the first sight they
look like actual knowledge and might
overshadow real, solid information.
Unsupported hypothesis:
filling holes or blank spot between
solid information (from analytics,
research or survey) with pure
speculation. When you have
fragments of reliable knowledge and
stitch them up with suppositions,
assuming that you understanding
customers already, you might fail
completely (read our case study on
the topic).
Infantilization:
Although some experts recommend
such practice, we strongly discourage
you from giving Personas names,
especially funny names (Spaghetti
Samanta, Lazy Luke). Firstly, it makes
your Persona a joke, not something
that can be seriously used, secondly,
it might harm your communication
with customers. If you perceive them
as ridiculous, your customer service
might reflect that.
Building Persona based
on 1 actual customer.
Persona is not 1 customer
generalized, but inversely:
large group extracted to 1 model.
Overloaded Persona:
consisting of many irrelevant features
and information. Crucial knowledge
about buying behavior is lost among
speculation about list of his/her
favorite books. Reduce Persona only
to the data you actually need. Another
version of that mistake is creating too
many Personas.
Buyer Persona in Marketing Automation. Practical Guide to Creation and Use of Personas 19
20. What could go wrong?
Problems you can face on your way to successful Persona.
When Persona doesn’t work
My Buyer Personas
are far from my actual customers!
If you happen to sometimes have customers different from your
Personas, that’s totally fine and shouldn’t make you do any changes.
But if it’s a massive process, it means that your Persona is unrealistic
and should be corrected.
-> Make new Persona, according to your actual customers,
and think about its relation to previous one.
I create Persona,
but can’t actually use them
Personas created without function in mind are useless.
-> Go back and create Persona once more, but before you
start, ask yourself: how am I going to use it? It will help you
find right questions.
Problem Solution
My Persona is out-of-date It’s a natural sign of development.
-> Don’t panic. Just find out what happened: did your
customers change? Why?
Buyer Persona in Marketing Automation. Practical Guide to Creation and Use of Personas 20
21. Buyer Persona– base
for Marketing Automation
actions
Highest form of personalization
Scoring
Lead Nurturing
Synergy of Automation and Content
Marketing with use of Persona
Case study
Buyer Persona in Marketing Automation. Practical Guide to Creation and Use of Personas 21
22. End of mass marketing
Idea of Buyer Persona comes from
belief that mass communication is
over. Marketers need to target their
campaigns precisely, starting with
discovering who their customers
actually are. The point is not to
bombard as many people as possible
with our message, but to spot ones
who might be really interested in the
product and focus on them, offering
relevant and helpful content, without
wasting money and energy on people
who wouldn’t buy it anyway.
Highest form of personalization
Use Persona
The very same idea brought
Marketing Automation into being. And
that’s the only tool allowing to
functionalize Persona, actually use it.
Otherwise it’s just a set of information.
After having created a Persona
Most instructions concerning
Personas focus on how to create
them. But the real work starts later!
The most important stage of working
with Persona is developing marketing
campaigns based on it. We automate
these actions: Persona provides
conceptual framework for them.
Below we describe some
examples of implementing Personas
in practice.
Buyer Persona in Marketing Automation. Practical Guide to Creation and Use of Personas 22
23. Scoring
What is scoring?
Visit on the website
Downloading materials
Attending a webinar
Recommendation
Scoring should reflect level of customer’s
knowledge on the product and engagement
with the brand. Numbers in which that level is
expressed allow for automation. Therefore
setting reliable rules of scoring (for what
customers’ action how many points are
assigned), reflecting actual shopping process,
is a crucial marketer’s task.
Reliable rules
Are social media important channel for
him/ her? Do likes result in purchase?
It’s an amount of points, given to each user by
Marketing Automation system. Points can be
given for actions like:
Purchase
Talking to consultant
Activity in brand social media.
Does Persona conduct a research before
purchase?
How Persona react to contact with
salesperson: does s/he like to talk or
prefers to find knowledge independently?
Start with establishing most important event.
Buyer Persona in Marketing Automation. Practical Guide to Creation and Use of Personas
Use Persona to determine which events are vital for
purchase. Take a look at your Persona’s triggers and
inhibitions.
23
24. Education for Purchase
Lead Nurturing means preparing
customer for purchase with education
(building up knowledge, answering
questions and doubt).
Efficiency of Lead Nurturing
According to Forrester Research, well
prepared Lead Nurturing program
increases lead conversion by 50%,
decreasing cost of lead generation by
30% at the same time.
What does he know about
our product?
Tools
For implementing Lead Nurturing we need:
Buyer Persona as a scheme of user’s
educational needs, expectations and
preferences.
To build such a successful
programm, marketers must
understand lead’s needs.
What more should he know
to make a decision?
In what order knowledge should
be delivered?
In what form information
should be delivered? Should we
divide it into many smaller
bites or rather offer in bigger
parts?
Which channels will be most
suitable?
Knowledge: educational content,
prepared according to lead’s
preferences,
Marketing Automation platform, which
will secure mechanics of the proces,
1
2
Lead Nurturing
Buyer Persona in Marketing Automation. Practical Guide to Creation and Use of Personas
50%
30%
3
24
25. How to use Persona in Lead Nurturing?
Keeping in touch
with Lead
Make bonds: use general information from your Persona to build relationship
on what is important and relevant for customer. Adapt your style.
Use quotes: Use words and phrases your customers used in surveys or
interviews. You’ll be talking about product in language of its real users. Maybe
customers paid attention to some features you don’t discuss much?
Communicating
the idea of the product
Match content to user:
Combine knowledge on lead’s preferences with knowledge on what
must be communicated to convince lead to purchase.
Portions: : Size matters. Know what size of content does your lead
prefer.
Aims of Lead
Nurturing
Tips
Communication
adjusted to actual state
of customer’s knowledge
Decision: : When creating your Persona, pay attention to
reconstructing decision process. It’s easier to do when you use
Marketing Automation.
Aspects of Buyer Persona
How your customers make
relationships: with brands, but also
with others? To which values and
experiences of everyday life should
you refer?
How does Lead consume content?
What form does he prefer? How much
time does he devote to it daily? What
topics are interesting for him? What
doubts does he have?
What are his shopping habits?
How much time passes before first
contact and purchase?
The Moment of Purchase: Use Persona to determine which
factors indicate readiness to purchase and conditions under
which it can happen.
Indicating best
moment for sale
What triggers customer to
purchase? In which situation does
he often shop?
Buyer Persona in Marketing Automation. Practical Guide to Creation and Use of Personas 25
26. Branże, które już nigdy nie będą takie same
Content Marketing is willingly used both in
B2B (91% of companies use it) and B2C
(86% creates content on regular basis).
Synergy of Automation and Content
Marketing with use of Persona
Advantages of Content Marketing
Generating organic traffic
(we attract people already
interested in the problem).
Non-invasive, non-aggresive method.
Lower costs.
Content Automation
Persona helps you understand your
customer, while Marketing Automation
helps translate that knowledge into action.
Thanks to use of Persona (with tag) we
can e.g. make video more visible on the
website for video-prefering user.
What your customer wants to read?
One of the most common content
marketing mistakes is writing more for
search engines and less for humans. But
what your customers need? What do they
want to read?
Indicating most interesting topics.
Indicating most preferable form.
Organizing content.
Buyer Persona in Marketing Automation. Practical Guide to Creation and Use of Personas
Why?
91%
of B2B
86%
of B2C
Allowing to personalize content.
26
27. Bruynzeel is a B2B company, delivering
storage systems for archives, museum,
libraries, academic and public institutions
Case study: Bruynzeel
Company profile
Facility manager
Architect
Content marketing
Marketers prepared map of content and
designed a scheme of process of
consuming knowledge, according to
user’s behavior and doubts and questions
asked by them frequently.
Nationality of users was also taken into
consideration, so 2 versions of each Persona
was prepared (German and Dutch).
Personas
2 Personas were created:
Marketing Automation
Marketing Automation tools were also
applied. Marketers focused on automation
of Lead Generation: personalized landing
pages, dynamic contact forms, pop-ups
and analytics. It delivered more knowledge
on customers, their behavior and needs
Buyer Persona in Marketing Automation. Practical Guide to Creation and Use of Personas 27
28. Margaret Mark, Carol S. Pearson, The Hero and the Outlaw.
Building Extraordinary Brands Through the Power of Archetypes”,
McGraw –Hill 20012
2013 B2B Content Marketing Benchmarks, Budgets and Trends
[Research Report]
2013 B2C Content Marketing Research: Benchmarks, Budgets,
and Trends
http://en.wikipedia.org/wiki/Persona_%28user_experience%29
Portigal, S. Persona non grata. interactions, Jan/Feb 2008.
http://contentmarketinginstitute.com/2013/04/tips-keeping-buyer-personas-fresh/
http://www.forbes.com/sites/theyec/2014/10/28/how-to-devel-
op-your-buyer-persona-and-reel-in-better-customers/2/
http://johneengle.com/buyer-personas-crucial-element-selling-online/
http://blog.storeya.com/2014/11/create-buyer-persona-ecommerce-example/
http://cdn2.hubspot.net/hub/137828/file-552110662-pdf/Buyer_Personas_V2_Deck.pdf
http://tonyzambito.com/5-core-components-buyer-persona-development/
Statystyki dotyczące skuteczności person: https://mikegingerich.com/building-buyer-persona/
http://blog.hubspot.com/marketing/buyer-persona-research-tools
http://contentmarketinginstitute.com/2012/08/4-common-
persona-mistakes-to-avoid/
http://www.i-scoop.eu/persona-and-buyer-persona-mod-
els-for-integrated-customer-centric-marketing/
http://www.businessesgrow.com/2014/02/12/31-business-
building-benefits-buyer-personas/
http://www.salesmanago.pl/marketing-automation/lead_nurturing.htm
http://www.spotonvision.com/en/casestudies/bruynzeel-buy-
er-persona-marketing-automation/
References
Buyer Persona in Marketing Automation. Practical Guide to Creation and Use of Personas 28