buyer persona strategy & development
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BUYER PERSONA STRATEGY & DEVELOPMENT. BUILDING A GREAT FOUNDATION TO MAKE YOUR INBOUND MARKETING EFFECTIVE
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Grainne O’Sullivan HubSpot Channel Consultant linkedin.com/in/grainneos
That’s me!
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Why talk about Buyer Personas? “Isn’t that a bit, well, basic?”
Buyer Personas are the pivotal element of any Inbound campaign & it’s important to get them right
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But first a little background…
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7.125 billion people 3.174 billion have access to internet
Potential Customers?
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65% Europeans go online to
research
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Traditionally, marketers focused on target markets.
q Gender q Socio Economic Group q Region q Age Range q Education
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We are not segments! But, we are not segments!
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Inbound Methodology focuses on creating a model of marketing around your ideal customers.
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BUYER PERSONAS ARE…..
SEMI-FICTIONAL REPRESENTATIONS OF YOUR IDEAL CUSTOMER BASED ON MARKET RESEARCH AND REAL DATA ABOUT YOUR EXISTING CUSTOMERS
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BUSINESS IS ALL ABOUT RELATIONSHIPS BETWEEN PEOPLE
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Personas help you create the right content.
The right content will most effectively attract your ideal visitors, convert them into leads, and close them into customers.
Content to attract visitors
Content to close customers Content to
convert leads
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HOW CAN YOU MAKE REMARKABLE CONTENT IF YOU DO NOT KNOW WHO YOU ARE CREATING IT FOR?
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1. WHO IS YOUR IDEAL CLIENT?
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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?
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TACTICS TO ADD TO THIS…
• Survey existing customers • Your network • Interviews • Sales team • Product development team • Customer service
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WHAT IF I HAVE NO CUSTOMERS?
?
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Developing a Persona Example
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Developing a Persona Example
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What they found……. • Sales Leader Larry • 30-40 years old • 6 man sales team Concerns Larry has…. ü Health of Sales Pipeline ü His reps ignore prospecHng ü Wants to move away from outbound sales ü Wants more Hme to be talking to customers & helping his team sell ü He spends way too much Hme reporHng ü He wants to increase his reps producHvity
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BUYER PERSONA RESEARCH IN TURN CREATED OUR WHOLE CONTENT CREATION STRATEGY
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WHAT ELSE DID THEY FIND?
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New & Revised……. • Over Hme 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 markeHng tools and the sales Team acHviHes
QuesHons Mary asks…. ü Are the sales reps using the right content? ü Are they sending the most effecHve email templates? ü What leads are working best so that I can help them more?
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“MARKETING TACTICS TO HELP MY INBOUND SALES TEAM SUCCEED”
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If you know what your personas are trying to achieve, you can create things to help them reach their goals and overcome their challenges.
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BUYER PERSONAS ARE CONSTANTLY A WORK IN PROGRESS…..
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Don’t be this kind of company
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REVIEW, REVISE, REFRESH
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ROOKIE MISTAKES… ü Too many Personas
ü Not thinking about negative Personas
ü Thinking personas are always for marketing
ü Thinking personas are an individual person
ü Describing an aspirational Persona
ü Basing your personas on old-school demographics
ü Not knowing how to research your Personas
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2. WHAT IS THEIR BUYER JOURNEY?
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“The Buyer Journey is the
active research process a potential buyer goes through leading up to a purchase ’’
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Mary has expressed symptoms of a
problem or opportunity
Mary has defined the problem or opportunity
Mary has decided the solution or strategy
Awareness Decision Consideration
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How can I generate more leads for the
Sales team?
I need a Marketing tool that will make my team more efficient
I am going to try HubSpot
Awareness Consideration Decision
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?eBooks
Product Videos
TesHmonials Demos
Price Product Page FAQs
Trend Reports Guides Webinars
Case Studies Infografics White
papers
Templates
EvaluaHons Reviews
Calculators
Checklists
Consideration Awareness Decision
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Strangers
Visitors
Customers
Promoters
Leads
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3. ATTRACT, CONVERT & CLOSE IDEAL CUSTOMERS
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Too many marketers focus on tactics and not enough on process
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Without a process, inbound marketing can seem a bit hit and
miss
Companies that think about inbound as a tactic or just another
channel are rarely successful
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Awareness
Definition
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Awareness
Definition
Keyword 1
Keyword 2
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Keywords
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Awareness
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Keyword 1
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Keywords
Article 1
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Articles
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Awareness
Definition
Keyword 1
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Article 1
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Articles
URL
SEO Optimization
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Títle
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CTA
Page Tab Header
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Facilitate sharing
Optimized for SEO
Identify your keyword
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Each article that you publish
increases your visibility.
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Awareness
Definition
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Awareness
Definition
Article 1
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Article 3
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Articles
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Awareness
Definition
Article 1
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Articles
Ebook
Ebook
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Ebook
CTA
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Awareness
Definition
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Data Collection
Persona
Stage
Place
Offer relevant and personalized content
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Awareness Guide
Offers
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Awareness Guide
Offers
Owner 6-10 employees Awareness Ebook
Lists
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Awareness Guide
Offers
Owner 6-10 employees Awareness Ebook
Lists
Email 1
Email 2
Email 3
Rules Actions
1 Day
2 Days
5 Days
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Awareness Guide
Offers
Owner 6-10 employees Awareness Ebook
Lists
Email 1
Email 2
Email 3
Rules Actions
1 Day
2 Days
5 Days
Webinar Consideration Owner
6-10 employees Webinar consideration
1 Day
2 Days
5 Days
Email 1
Email 2
Email 3
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Awareness Guide
Offers
Owner 6-10 employees Awareness Ebook
Lists
Email 1
Email 2
Email 3
Rules Actions
1 Day
2 Days
5 Days
Webinar Consideration Owner
6-10 employees Webinar consideration
1 Day
2 Days
5 Days
Email 1
Email 2
Email 3
Demo Decision Owner
6-10 employees Demo decision
Email 1
Email 2
Email 3
5 Days Email 3
1 Day
2 Days
5 Days
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Strangers
Visitors
Customers
Promoters
Leads #InboundHelsinki
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Personas are at the APEX of business strategy
REVIEW, REVISE, REFRESH
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Make your Buyer Persona the star.
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Questions?
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