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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