buyer persona best practices by joshua feinberg, hubspot accredited trainer
TRANSCRIPT
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Buyer Persona Best Practices
How to Build the Foundation for Effective Segmentation, Nurturing, Sales Acceleration, and Delight
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Joshua Feinberg Co-Founder of SP Home Run
Co-Leader of Boca Raton HubSpot User Group
Connect with on LinkedIn
Follow on Twitter
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Buyer Persona Best Practices
I. Why You Need Buyer Personas II. How to Create Buyer Personas III. Buyer Persona Example
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How to Get Social About Today’s Talk
Tweet best practices and photos with #bocahug Top Tweeter wins cool HubSpot swag @bocahug @joshua_feinberg @sphomerun @hubspot
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Complete the Survey for Chance to Win Swag
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Why You Need Buyer Personas
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What is a buyer persona?
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What is a buyer persona?
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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Buyer Personas Are Not:
1. Target markets
2. Job titles/roles
3. Dependent on specific tools or technology
4. Specific real people
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Buyer Personas Red Flag #1
Lack of Product /Market Fit • The degree to which a product satisfies a strong
market demand (Wikipedia)
• The first step to building a successful venture in which the company meets early adopters, gathers feedback, and gauges interest (Wikipedia)
• Learn more about related issues in The Lean Startup (Eric Ries) and from Steve Blank
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Buyer Personas Red Flag #2
Beware of the HIPPO
(Highest Paid Person’s Opinion) Biggest and ugliest archenemy of buyer personas and Inbound
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Buyer Personas Are:
1. Common behavior patterns
2. Shared pain points (professional, personal)
3. Universal goals, wishes, dreams
4. General demographic and biographic information
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Buyer Personas Help with Every Stage of the
Inbound Methodology
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Personas help identify where your best customers spend time on the Internet – so you can be there too
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Guide Product & Service Development
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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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
FLICKR USER INPRAISEOFSARDINES
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How to Create Buyer Personas
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Buyer Persona Creation Notes
1. Details matter! It’s important to take a thorough look at everything about who your ideal customers, clients, donors, or students actually are when researching and building personas.
2. You don’t have to have an answer for every question before beginning to build your personas—start with what you have and go from there.
3. Personas don’t have to ever be “done.” Continue to tweak and iterate them as much as necessary.
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If you don’t nail down your buyer personas, every aspect of your Inbound marketing will suffer
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Identify questions to ask to develop your persona (use the Persona Profile Checklist for information
about what to ask—and paraphrase as necessary). 1
Steps to Create Buyer Personas
Determine how you’ll research your personas and how you’re going to get those persona-building
questions answered.
Print out a Developing Personas worksheet for each persona you might have. This worksheet acts as a
framework for your persona & can guide your research.
Compile research and answers to your paraphrased version of questions on the Persona Profile
Checklist. Look for trends in the responses you get and add these to the Developing Personas
worksheet.
Use the buyer persona-building best practices to transform your worksheet into a
complete persona.
Tell your persona’s story using the 5-chapter format and following best practices.
2
3
4
5
6
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Identify questions to ask to develop your persona (use the Persona Profile Checklist for
information about what to ask—and paraphrase them as necessary).
1
Steps to Create Buyer Personas
Determine how you’ll research your personas and how you’re going to get those persona-building
questions answered.
Print out a Developing Personas worksheet for each persona you might have. This worksheet acts as a
framework for your persona & can guide your research.
Compile research and answers to your paraphrased version of questions on the Persona Profile
Checklist. Look for trends in the responses you get and add these to the Developing Personas
worksheet.
Use the buyer persona-building best practices to transform your worksheet into a
complete persona.
Tell your persona’s story using the 5-chapter format and following best practices.
2
3
4
5
6
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Persona Profile Checklist
Persona Detail Questions to Ask
Role What is your job role/role in life? Your title?
How is your job/role measured?
What is a typical day?
What skills are required?
What knowledge and tools do you use?
Who do you report to? Who reports to you?
Company/Organization What industry or industries does your company work/is your role in?
What is the size of your company/organization (revenue, employees)?
Goals What are you responsible for?
What does it mean to be successful in your role?
Challenges What are your biggest challenges?
Watering Holes How do you learn about new information for your job?
What publications or blogs do you read?
What associations and social networks do you belong?
Personal Background Age, Family (married, children), Education
Shopping Preferences How do you prefer to interact with vendors? (email, phone, in person)
Do you use the internet to research vendors or products? If yes, how do you search for
information?
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Tailor questions to your organization and industry.
Use the questions on the Developing Personas worksheet as a guide -- tweak them as much as necessary to work for you.
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Identify questions to ask to develop your persona (use the Persona Profile Checklist for information
about what to ask—and paraphrase them as necessary).
1
Steps to Create Buyer Personas
Determine how you’ll research your personas and how you’re going to get those persona-
building questions answered.
Print out a Developing Personas worksheet for each persona you might have. This worksheet acts as a
framework for your persona & can guide your research.
Compile research and answers to your paraphrased version of questions on the Persona Profile
Checklist. Look for trends in the responses you get and add these to the Developing Personas
worksheet.
Use the buyer persona-building best practices to transform your worksheet into a
complete persona.
Tell your persona’s story using the 5-chapter format and following best practices.
2
3
4
5
6
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Researching Your Personas:
1. Interview current customers
2. Survey your customers
3. Use HubSpot lead intelligence
4. Talk to you co-workers
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Persona research technique #1: Interview current customers
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How to Interview Your Customers
1. Best option is to set up in-person 1:1 meeting
2. Set up focus group-based interviews
3. Use GoToMeeting, Join.me, or other web-based conferencing tool
4. Telephone interviews
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Don’t Have Customers Yet?
No problem!
Although completed personas must be based on research, start with educated assumptions then fill in those holes with research when it becomes available.
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Persona research technique #2: Survey your current customers Use a service like SurveyMonkey to create an online survey you can send out to your customers. Take a look at the responses and look for trends!
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Persona research technique #3: Use HubSpot lead intelligence to identify behavioral trends
What topics are they reading about?
What content offers are they interested in?
What types of content do they gravitate towards?
What social media networks do they use—and how do they use them?
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Persona research technique #4: Talk to your co-workers
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Identify questions to ask to develop your persona (use the Persona Profile Checklist for information
about what to ask—and paraphrase them as necessary).
1
Steps to Create Buyer Personas
Determine how you’ll research your personas and how you’re going to get those persona-building
questions answered.
Print out a Developing Personas worksheet for each persona you might have. This worksheet
acts as a framework for your persona & can guide your research.
Compile research and answers to your paraphrased version of questions on the Persona Profile
Checklist. Look for trends in the responses you get and add these to the Developing Personas
worksheet.
Use the buyer persona-building best practices to transform your worksheet into a
complete persona.
Tell your persona’s story using the 5-chapter format and following best practices.
2
3
4
5
6
![Page 33: Buyer Persona Best Practices by Joshua Feinberg, HubSpot Accredited Trainer](https://reader034.vdocument.in/reader034/viewer/2022042906/58a1152b1a28ab4b658b6545/html5/thumbnails/33.jpg)
Developing Personas worksheet
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Identify questions to ask to develop your persona (use the Persona Profile Checklist for information
about what to ask—and paraphrase them as necessary).
1
Steps to Create Buyer Personas
Determine how you’ll research your personas and how you’re going to get those persona-building
questions answered.
Print out a Developing Personas worksheet for each persona you might have. This worksheet acts as a
framework for your persona & can guide your research.
Compile research and answers to your paraphrased version of questions on the Persona
Profile Checklist. Look for trends in the responses you get and add these to the Developing
Personas worksheet.
Use the buyer persona-building best practices to transform your worksheet into a
complete persona.
Tell your persona’s story using the 5-chapter format and following best practices.
2
3
4
5
6
![Page 35: Buyer Persona Best Practices by Joshua Feinberg, HubSpot Accredited Trainer](https://reader034.vdocument.in/reader034/viewer/2022042906/58a1152b1a28ab4b658b6545/html5/thumbnails/35.jpg)
Compiling Persona Research As you do your research,
collecting all data in one
place reveals trends and
similarities in the types of
responses people give.
These trends or common
responses are what should
make their way into your
Developing Personas
worksheet.
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Tools to Compile Persona Research
● Evernote ● Google Apps ● Microsoft Excel ● Numbers for Mac ● Trello ● Whatever your preferred data organization tool
may be!
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Identify questions to ask to develop your persona (use the Persona Profile Checklist for information
about what to ask—and paraphrase them as necessary).
1
Steps to Create Buyer Personas
Determine how you’ll research your personas and how you’re going to get those persona-building
questions answered.
Print out a Developing Personas worksheet for each persona you might have. This worksheet acts as a
framework for your persona & can guide your research.
Compile research and answers to your paraphrased version of questions on the Persona Profile
Checklist. Look for trends in the responses you get and add these to the Developing Personas
worksheet.
Use the buyer persona-building best practices to transform your worksheet into a
complete persona.
Tell your persona’s story using the 5-chapter format and following best practices.
2
3
4
5
6
![Page 38: Buyer Persona Best Practices by Joshua Feinberg, HubSpot Accredited Trainer](https://reader034.vdocument.in/reader034/viewer/2022042906/58a1152b1a28ab4b658b6545/html5/thumbnails/38.jpg)
Best Practices for Building Buyer Personas
1. Focus on motives behind behaviors. Pay attention to not just what someone is doing, but why they’re doing it.
2. Keep personas fictional, but still realistic. No one has a one-size fits all customer. Don’t define your persona by describing just one real person.
3. Choose one primary persona. All other personas are secondary
4. Tell your persona’s story. Don’t just list facts about them. Weave those facts into a detailed representation of who this persona is as a person.
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1) Focus on the motives behind behaviors. When doing research and building
a persona, pay attention to why someone is using a particular tool, looking for a specific solution, or trying to reach a certain goal -- and not just the tools, solutions, or goals themselves.
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2) Keep it fictional but realistic.
Personas are semi-fictional characters. Make them specific, but be sure your persona isn’t just describing one or two people who actually are that persona.
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2) Keep it fictional but realistic. (cont’d) Personas are semi-fictional character. Make them
specific, but be sure your persona isn’t actually describing one or two people who actually are that persona.
Sonya Pelia
Social Media &
SEM
Kirsten Knipp
Senior Marketing
Director
THIS: NOT THIS:
Marketing Mary
VP, Director, or
Manager of Marketing
Small or Mid-Sized
Company Brendan Schneider
Director of
Admission &
Financial Aid
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3) Focus on one primary persona.
Assign one of your personas as “primary;” all others become secondary.
Focus on researching, creating, and targeting this primary persona first. Then move on to other personas later.
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4) Tell your personas’ story.
Don’t just list facts about them. Weave those facts into a detailed representation of who this persona is as a person.
Stories provide context and a deeper understanding of who this person is more than a list of facts ever could.
![Page 44: Buyer Persona Best Practices by Joshua Feinberg, HubSpot Accredited Trainer](https://reader034.vdocument.in/reader034/viewer/2022042906/58a1152b1a28ab4b658b6545/html5/thumbnails/44.jpg)
Identify questions to ask to develop your persona (use the Persona Profile Checklist for information
about what to ask—and paraphrase them as necessary).
1
Steps to Create Buyer Personas
Determine how you’ll research your personas and how you’re going to get those persona-building
questions answered.
Print out a Developing Personas worksheet for each persona you might have. This worksheet acts as a
framework for your persona & can guide your research.
Compile research and answers to your paraphrased version of questions on the Persona Profile
Checklist. Look for trends in the responses you get and add these to the Developing Personas
worksheet.
Use the buyer persona-building best practices to transform your worksheet into a
complete persona.
Tell your persona’s story using the 5-chapter format and following best practices.
2
3
4
5
6
![Page 45: Buyer Persona Best Practices by Joshua Feinberg, HubSpot Accredited Trainer](https://reader034.vdocument.in/reader034/viewer/2022042906/58a1152b1a28ab4b658b6545/html5/thumbnails/45.jpg)
5 Chapters To Building Buyer Persona Stories:
1. Job and demographic information
2. What does a day in their life look like?
3. What are their challenges and pain points?
4. Where do they go for information?
5. Common objections to products and services
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That’s it!
Knowing the right way to create a persona (and actually creating one) sets you up for all your future Inbound success down the road.
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Identify questions to ask to develop your persona (use the Persona Profile Checklist for information
about what to ask—and paraphrase them as necessary).
1
Steps to Create Buyer Personas
Determine how you’ll research your personas and how you’re going to get those persona-building
questions answered.
Print out a Developing Personas worksheet for each persona you might have. This worksheet acts as a
framework for your persona & can guide your research.
Compile research and answers to your paraphrased version of questions on the Persona Profile
Checklist. Look for trends in the responses you get and add these to the Developing Personas
worksheet.
Use the buyer persona-building best practices to transform your worksheet into a
complete persona.
Tell your persona’s story using the 5-chapter format and following best practices.
2
3
4
5
6
![Page 48: Buyer Persona Best Practices by Joshua Feinberg, HubSpot Accredited Trainer](https://reader034.vdocument.in/reader034/viewer/2022042906/58a1152b1a28ab4b658b6545/html5/thumbnails/48.jpg)
Question of the Day…
Can I really go 10 minutes…?
●Without making analogies between Inbound and baseball?
●And focus purely on B2C?
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Buyer Persona Example
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Persona Example: RV Betty
![Page 51: Buyer Persona Best Practices by Joshua Feinberg, HubSpot Accredited Trainer](https://reader034.vdocument.in/reader034/viewer/2022042906/58a1152b1a28ab4b658b6545/html5/thumbnails/51.jpg)
Identify questions to ask to develop your persona (use the Persona Profile Checklist for information
about what to ask—and paraphrase them as necessary).
1
Steps to Create Buyer Personas
Determine how you’ll research your personas and how you’re going to get those persona-building
questions answered.
Print out a Developing Personas worksheet for each persona you might have. This worksheet acts as a
framework for your persona & can guide your research.
Compile research and answers to your paraphrased version of questions on the Persona Profile
Checklist. Look for trends in the responses you get and add these to the Developing Personas
worksheet.
Use the buyer persona-building best practices to transform your worksheet into a
complete persona.
Tell your persona’s story using the 5-chapter format and following best practices.
2
3
4
5
6
![Page 52: Buyer Persona Best Practices by Joshua Feinberg, HubSpot Accredited Trainer](https://reader034.vdocument.in/reader034/viewer/2022042906/58a1152b1a28ab4b658b6545/html5/thumbnails/52.jpg)
Betty’s Developing Personas Worksheet
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Persona: RV Betty
What is their job & demographic information? 1.
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Betty has recently retired from an office job
where she worked as a lower to mid level
executive. She is in her early 70’s and lives with
her husband. They have children, but they’re all
out of the house now.
What is their job & demographic information? 1.
Persona: RV Betty
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What does a day in their life look like? 2.
Persona: RV Betty
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What does a day in their life look like? 2.
Persona: RV Betty
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What does a day in their life look like?
Betty lives in a suburb of a city. Her husband is also retired. They
have been talking about traveling in an RV upon retirement for years
– this is a long-time dream of theirs. The kids are self sufficient and
have been out of the house for long enough that Betty doesn’t have
to worry.
She’s been retired just long enough to be bored.
While she doesn’t consider herself as wealthy,
she and her husband have a substantial
savings and are prepared to enjoy their
retirement.
2.
Persona: RV Betty
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What are their challenges/pain points? 3.
Persona: RV Betty
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Betty is worried about the logistics of travelling in an RV – how
easy will it be to find utility hookups, where are the best places to
stay if you have one, etc. She also wants something comfortable
as she plans on spending a lot of time in it. She has other retired
friends so she wants additional sleeping space and she wants to
make sure they have plenty of room for food and even cooking.
She wants as much ease as possible when traveling.
What are their challenges/pain points? 3.
Persona: RV Betty
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Where do they go for information? 4.
Persona: RV Betty
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Where do they go for information?
Betty likes to look at travel magazines and websites.
She likes to plan destinations. She is on Facebook,
which she checks once in awhile to keep up with the
kids and friends. She set up a
LinkedIn account three or four years
ago, but hasn’t touched it since.
4.
Persona: RV Betty
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Buyer Personas Red Flag #2
Beware of the HIPPO
(Highest Paid Person’s Opinion) Biggest and ugliest archenemy of buyer personas and Inbound
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Common objections to products and services? 5.
Persona: RV Betty
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Common objections to products and services?
Betty likes to buy from someone she trusts. She takes
her time making purchases, especially large ones. She
feels like she makes smart purchase decisions and
wants to feel like she’s buying a good reliable brand.
Betty needs to see/feel/touch and tour the actual model
of RV she’s buying.
5.
Persona: RV Betty
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RV’s may not be as sexy a niche for Inbound as Healthcare or Tech, but…
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+ =
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Set SMART Goals
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Let Buyer Personas Call the Shots
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Plan with the Inbound Methodology in Mind
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Complete the Survey for Chance to Win Swag
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Joshua Feinberg Co-Founder of SP Home Run
Co-Leader of Boca Raton HubSpot User Group
Connect with on LinkedIn
Follow on Twitter
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Buyer Persona Best Practices
How to Build the Foundation for Effective Segmentation, Nurturing, Sales Acceleration, and Delight