the importance & power of buyer personas

THE IMPORTANCE & POWER OF BUYER PERSONAS

REVIEW, REVISE, REFRESH

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Avril Murphy

CUSTOMER SUCCESS MANAGERHUBSPOT

I focus on…• Helping startup companies grow• Developing strategies for new companies• Buyer Persona development

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WHAT WE WILL COVER….1 REVIEW: BUYER PERSONA REVIEW

2 REVISE: A LOOK AT HUBSPOTS NEW PERSONAS

3 REFRESH: REFRESHING YOUR PERSONAS &

AVOIDING ROOKIE MISTAKES

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BUSINESS IS ALL ABOUT RELATIONSHIPS BETWEEN PEOPLE

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WE ARE NOT SEGMENTS!

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HOW CAN YOU MAKE REMARKABLE CONTENT IF YOU DO NOT KNOW WHO YOU ARE CREATING IT FOR?

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BUYER PERSONAS ARE…..

SEMI-FICTIONAL REPRESENTATIONS OF YOUR IDEAL CUSTOMER BASED ON MARKET RESEARCH AND REAL DATA ABOUT YOUR EXISTING CUSTOMERS

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WHERE TO START…• What is their demographic information?• What is their job and level of seniority?• What does a day in their life look like?• What are their pain points?• What do they value most? What are their goals?• Where do they go for information?• What are their most common objections to your product or service?• How will you identify this persona?

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TACTICS TO ADD TO THIS…

• Survey existing customers• Your network• Interviews• Sales team• Customer service

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WHAT IF I HAVE NO CUSTOMERS?

?

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Developing a Persona Example

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What they found…….• Sales leader• 30-40 years old • 6 man sales team

Concerns Larry has….• Health of Sales Pipeline• His reps ignore prospecting• Wants to move away from outbound sales• Wants more time to be talking to customers & helping his team sell• He spends way too much time reporting• He wants to increase his reps productivity

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BUYER PERSONA RESEARCH IN TURN CREATED OUR WHOLE CONTENT CREATION STRATEGY

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“HOW TO SPEND LESS TIME WORRYING ABOUT MY SALES TEAMS PIPELINE”

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WHAT ELSE DID THEY FIND?

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New & Revised…….• Over time she has become responsible for the sales enablement tools & content • She worries the sales team are not seeing the value of her leads • Mary wants insight into what is happening with the leads• She needs a tool that bridges the gap between her marketing tools and the salesTeam activities

Questions Mary asks….• Are the sales reps using the right content?• Are they sending the most effective email templates?• What leads are working best so that I can help them more?

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BUYER PERSONA RESEARCH IN TURN CREATED OUR WHOLE CONTENT CREATION STRATEGY

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MARKETING TACTICS TO HELP MY INBOUND SALES TEAM SUCCEED

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BUYER PERSONAS ARE CONSTANTLY A WORK IN PROGRESS…..

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ROOKIE MISTAKES…✓ Too many Personas

✓ Not thinking about negative Personas

✓ Thinking personas are always for marketing

✓ Thinking personas are an individual person

✓ Describing an aspirational Persona

✓ Basing your personas on old-school demographics

✓ Not knowing how to research your Personas

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STREAMLINES OUR LIMITED TIME + RESOURCES#ManchesterHUG

Personas = APEX of content creation


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Questions?

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the importance & power of buyer personas

Marketing