creating 5 steps to creating insanely accurate buyer personas
DESCRIPTION
The key to effective marketing is understanding your buyer - that's where buyer persona's come in. Adele Revella, President of the Buyer Persona Institute shares her unique perspective on building great buyer personas.TRANSCRIPT
IT’S TIME TO
YOUR MARKETINGTRANSFORM
Webinar: 5 Steps to Creating Insanely Accurate Buyer Personas
Reed OverfeltCEO, FullQuota
Adele RevellaPresident,
The Buyer Persona Institute
”“BUYERS TODAY
COMPLETE
57%
OF THEIR BUYING PROCESS
BEFORE THEY EVER ENGAGE WITH A SALESPERSON.
Source: Corporate Executive Board
Identifying ready, qualified buyers isNO
LONGERENOUG
H
Shaping your buyer’s vision at the
of the sales process is SALES
FUNNEL
VERY BEGINNING
Critical
HOW?
Identify yourTARGET BUYER PERSONA.
Persona Name
What’s wrong with this template?
Industry / size
Geography
Age, gender
Education
Goals
Challenges
Reads
Attends
Buyer’s Journey
Discover Learn Evaluate Purchase
Photo
Sales persuades one buyer at a time.
Marketing persuades markets full of buyers.
THE FIRST
SALESPERSON
TO PROVIDE REAL, INSIGHTFUL VALUE TO A PROSPECT WILL
WIN THE DEAL
65% OF THE TIME.
“
What makes this problem become an urgent priority for this buyer?
What are this buyer‘s
expectationsfor success?
What barriers prevent this buyer from
choosing you?
What process makes it easy for
this buyer to choose you?
What criteria this buyer uses to
compare options?
Five Rings of Insight™
Buyer Personas Need to Focus on Buying Decisions!
Photo
The Priority That’s Triggering My Need for This Solution:
This Initiative Will Be a Success If:
What is Preventing Me From Making This Decision:
What I’m Evaluating About Each of the Solutions I’m
Considering:
My Role in the Buying Process for This Solution:
Persona Name
My Top Priorities Overall
Insights require probing questions
The buyer’s
first answer
is the one you already know.
Ask for the Buyers’ story
Take me back to the day when you first started looking
for a ________ solution.
What happened?
““
Similar insights? One persona
CIO/VP of IT in all industries
CMO/Director of Marketing in Healthcare
CMO or Director of Marketing in Finance
Buyer experts (aka…marketers) know …
WHAT
WHO
WHERE
WHEN
HOW
WHY
Buyer
Expert
To include in messaging & marketing content
Sales people & lead generation campaigns should target
To prioritize marketing investments
Buyers will respond to sales people & campaigns
To focus on marketing efforts that impact buyer’s choices
Your strategy has the highest potential to achieve your goals
Prepared by FullQuota on behalf of Microsoft
Delivermeaningful and relevant content.
?Questions
Prepared by FullQuota on behalf of Microsoft
Don’t dip your toe in…
Jump inTODAY!
You can do-it-yourself
Everyone will receive a link to download a FREE PERSONA DEVELOPMENT TOOLKIT right after today’s webinar! Core Buyer Persona Template
Product Persona Connection Template
Persona Messaging Template
PLUS an exclusive offer to attend the Buyer Persona Institute’s on-demand Buyer Persona Masterclass.
Includes:
Or let us help you!
Sign up for our PERSONA DEVELOPMENT WORKSHOP and let one of our strategic marketers do it for you!
#getmybuyerpersona
FullQuota.com/GetMyBuyerPersona
Reserve your spot today! Availability is limited.
1 WEEK ONLY 40% OFF!
.com
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YOUR MARKETING?TRANSFORM
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