marketing to personas - national apartment association€¦ · • pathways for delivering curated...
TRANSCRIPT
Marketing to PersonasFebruary 13, 201910 – 10:45 a.m.
Kristi FickertVP of Marketing
30 Lines
Allison LiebermanAccount Manager
Fixation Marketing
Meet the Experts
Marketing to Personas
Cutting through the noise in the marketing stream is an art. Gone are the days of broad, scatter-shot efforts that bring in an acceptable percentage of new leads.
Learn more about using data to get rid of generic outreach and develop relatable prospect/customer personas that can bring new dimension to your sales and marketing efforts.
Marketing to PersonasLearning Outcomes:
1. Understand what a customer persona is and how it can help your marketing efforts to maximize investment and response
2. Identify the data collection, assessment resources and methods that will inform your personas
3. Learn how to develop customer and prospect personas and execute on them as part of your marketing and sales strategy
Defining Customer Personas
Personas are:
• Data-driven customer definitions
• Targeted customer profiles
• Pathways for delivering curated content
• Segmentation-oriented for personalized messaging
Defining Customer Personas
Benefits to persona-driven marketing:
• Cut down on generic outreach
• Know your audience and intended outcomes
• Target KPIs based on data and channel
• Personalize value for customer and maximize return for your company
Impactful Personas Types
Personas can be built based on:
Core demographic
Job function
Buying power/customer type
Persona Sample
Building a Persona Set
1. What do we need to know?
2. Do we have the data to segment?
3. What is the value to each persona?
4. What motivates them?
5. What is their decision-making process?
Student Housing Persona Map
Data Collection
Know the ins and outs of the Fair Housing Act Don’t target protected categories
Simplify your segmentationAssure that you have the right people in the right
categories
Persona-Driven Marketing Tactics
1. Data analysis
2. Message Map
3. Outreach plan
4. Outreach deliverables
5. Performance and evaluation
Persona UX
PERSONA DRIVEN CONVERSATIONS
TEXT “COLLEGELIFE”
TO88000
Session Survey: Tell us your thoughts!
