Presentation given by Avril Murphy of Hubspot at the Manchester HUG event focusing on: 1. Reviewing a buyer persona 2. Looking at Hubspots personas 3. Refreshing your personas 4. Rookie mistakes

1. THE IMPORTANCE & POWER OF
BUYER PERSONAS
REVIEW, REVISE, REFRESH
#ManchesterHUG

2. Avril Murphy
CUSTOMER SUCCESS MANAGER
HUBSPOT
I focus on…
• Helping startup companies grow
• Developing strategies for new companies
• Buyer Persona development
#ManchesterHUG

3. WHAT WE WILL COVER….
1 REVIEW: BUYER PERSONA REVIEW
2 REVISE: A LOOK AT HUBSPOTS NEW PERSONAS
3 REFRESH: REFRESHING YOUR PERSONAS &
AVOIDING ROOKIE MISTAKES
#ManchesterHUG

4. BUSINESS IS ALL ABOUT
RELATIONSHIPS BETWEEN PEOPLE
#ManchesterHUG

5. WE ARE NOT SEGMENTS!
#ManchesterHUG

6. HOW CAN YOU MAKE REMARKABLE
CONTENT IF YOU DO NOT KNOW
WHO YOU ARE CREATING IT FOR?
#ManchesterHUG

7. BUYER PERSONAS ARE…..
SEMI-FICTIONAL REPRESENTATIONS OF
YOUR IDEAL CUSTOMER BASED ON MARKET
RESEARCH AND REAL DATA ABOUT YOUR
EXISTING CUSTOMERS
#ManchesterHUG

8. WHERE TO START…
• What is their demographic information?
• What is their job and level of seniority?
• What does a day in their life look like?
• What are their pain points?
• What do they value most? What are their goals?
• Where do they go for information?
• What are their most common objections to your product or service?
• How will you identify this persona?
#ManchesterHUG

9. TACTICS TO ADD TO THIS…
• Survey existing customers
• Your network
• Interviews
• Sales team
• Customer service
#ManchesterHUG

10. WHAT IF I HAVE NO CUSTOMERS?
?
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11. Developing a Persona Example
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12. Developing a Persona Example
#ManchesterHUG

13. What they found…….
• Sales leader
• 30-40 years old
• 6 man sales team
Concerns Larry has….
• Health of Sales Pipeline
• His reps ignore prospecting
• Wants to move away from outbound sales
• Wants more time to be talking to customers & helping his team sell
• He spends way too much time reporting
• He wants to increase his reps productivity
#ManchesterHUG

14. BUYER PERSONA RESEARCH IN
TURN CREATED OUR WHOLE
CONTENT CREATION STRATEGY
#ManchesterHUG

15. #ManchesterHUG

16. “HOW TO SPEND LESS TIME WORRYING ABOUT MY
SALES TEAMS PIPELINE”
#ManchesterHUG

17. WHAT ELSE DID THEY FIND?
#ManchesterHUG

18. New & Revised…….
• Over time she has become responsible for the sales enablement tools & content
• She worries the sales team are not seeing the value of her leads
• Mary wants insight into what is happening with the leads
• She needs a tool that bridges the gap between her marketing tools and the sales
Team activities
Questions Mary asks….
• Are the sales reps using the right content?
• Are they sending the most effective email templates?
• What leads are working best so that I can help them more?
#ManchesterHUG

19. BUYER PERSONA RESEARCH IN
TURN CREATED OUR WHOLE
CONTENT CREATION STRATEGY
#ManchesterHUG

20. #ManchesterHUG

21. MARKETING TACTICS TO HELP MY INBOUND
SALES TEAM SUCCEED
#ManchesterHU

22. BUYER PERSONAS ARE
CONSTANTLY A WORK IN
PROGRESS…..
#ManchesterHUG

23. REVIEW, REVISE, REFRESH
#ManchesterHUG

24. ROOKIE MISTAKES…
✓ Too many Personas
✓ Not thinking about negative Personas
✓ Thinking personas are always for marketing
✓ Thinking personas are an individual person
✓ Describing an aspirational Persona
✓ Basing your personas on old-school demographics
✓ Not knowing how to research your Personas
#ManchesterHUG

25. STREAMLINES OUR LIMITED TIME + RESOURCES
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26. Personas = APEX of content creation
REVIEW, REVISE, REFRESH
#ManchesterHUG

27. Questions?
#ManchesterHUG

28. Questions?
#ManchesterHU