Persona Development

“Get to know your ideal customers better … the benefits are endless!”-- Lauren Sorenson, Hubspot

PD1.1: Demographic

Information

For this workbook step:

Sign on to Hubspot.

(https://login.hubspot.com/login )

Review the definition at …

http://blog.hubspot.com/marke

ting/buyer-persona-definition-

under-100-sr

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PD1.1: Demographic

Information

Go to Contacts Prospects.

Select “Export All Prospects”.

Open the exported file in

Excel.

Sort the columns to develop

insights.

Use the Excel features to

develop statistics:

• e.g.. Count, Average, Sum

• http://office.microsoft.com/en-

us/training/excel-statistical-

functions-RZ001091922.aspx --

for Excel Statistical Functions

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PD1.1: Demographic

Information

Consider the Accreditation

report / Strategic Plan at …

http://business.wayne.edu/abo

ut/strategic-plan.pdf

Read the report to develop

insights into individuals

applying for the Business

school

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PD1.1: Demographic

Information

Consider the Facebook

“Talking About This” and

“Reach” at …

https://www.facebook.com/waynes

tatebusiness/page_insights_likes

https://www.facebook.com/waynes

tatebusiness/page_insights_likes

Examine the information to

develop insights into

individuals using your

Facebook pages

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PD1.1: Demographic

Information

Consider developing

statistical information on rank,

student profile, signature

courses, and employment

profile for the students.

Examine the information to

develop insights into

individuals using various

sources

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PD1.2: Online Behavior

For this workbook step:

Go to Reports Events

Search for and then select

“Request Information”

Explore …

• First touch sources

• Last touch sources

• Assists

… to develop insights

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PD1.2: Online Behavior

For this workbook step:

• Go to Reports Page

Performance.

• Select “Blog Posts” from the

first drop-down list.

For this workbook step:

• Go to Social Monitoring

• Select “@WSUITO” from the

“Interacting as:” drop-down

list.

• Select “HubSpot Contacts”

from the “Stream:” drop-down

list.

Explore the information

presented to develop insights.

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