advocamp: mark emond & mary-leslie davis
Post on 11-Apr-2017
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From Research to Results: Using Buyer Personas to Drive Engagement
Mark Emond, Demand SpringMary-Leslie Davis, Staples Advantage
Elements of a Persona Analysis
Unmet Needs Content &Channels
ThinkingFeelingDoing
JobResponsibilities
DemographicsPsychographics
Firmographics
BuyingCharacteristics
Staples’ Personas & the Staples Advocate Program
5
6
Recognition & Rewards
90thPercentile
Community Engagement
Resonance Drives Results
1,300+
Joined Advocates
80thPercentile
Engaged Advocates
8
• Personas: drive more relevant engagements when you truly understand how your advocates think, act, feel.
• Staples Advantage: tailoring challenges, rewards, community by personas. Results: in 80th percentile for overall engagement, 90th percentile for community engagement.
• Never too late to start. Use your advocates to develop your personas!
3 Key Takeaways
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