intro to inbound: creating buyer personas
DESCRIPTION
Workshop presented on October 25th, 2014 at the Greenhorn Connect Summit at the Microsoft NERD Center in Cambridge, MA.TRANSCRIPT
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Intro to InboundCreating Buyer Personas
Katherine Yasi
@kathyasi
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1 Inbound Marketing and Buyer Personas
2 Why you need Buyer Personas
3 How to create Buyer Personas
4 Using Buyer Personas in the wild!
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1Inbound Marketing and
Buyer Personas
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Inbound Methodology
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What is a buyer persona?
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Semi-fictional representations of
your ideal customer based on real
data and some select educated
speculation about customer
demographics, behavior patterns,
motivations, and goals.
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2 Why you need Buyer Personas
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3 How to Create Buyer Personas
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How we create Personas
1 Identify questions to ask to develop your persona
2 Determine how you’ll research your personas
3 Compile research & answers to your questions
4 Tell your persona’s story
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Research Techniques
Interview customers
Research/survey your customers
Use data from form fields
Talk to sales/customer support/services
Search for your keywords on various social networks
Check out the comments section on key industry blogs - what
are people talking about?
Search for people commenting on industry blogs on LinkedIn -
what information can you glean from their profiles?
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Format of a persona story
• Part 1: Information about the persona’s job and/or demographic
information
• Part 2: Portray what a day in their life looks like, focusing on relevant facts
and not just “they wake up, eat breakfast, go to work”
• Part 3: What are the greatest challenges this persona faces when it comes
to achieving their goal? What are the biggest pain points they face in their
role?
• Part 4: Depicts where this person goes for role-related information, as well
as where they spend time online and in general. (Blogs, social media, co-
workers, etc)
• Part 5: What are the common objections/misconceptions this persona has
when it comes to purchasing or using a product/service like yours?
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4 Using Buyer Personas in the wild!
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QUESTIONS?
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THANK YOU
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