How To Use Buyer Personas To Avoid "Ready, Fire, Aim" Marketing

HOW TO USE BUYER PERSONAS TO AVOID “READY, FIRE, AIM” MARKETING

HATCH NORFOLK MAY 19, 2015

THINGS HAVE CHANGED

•  Asynchronous information is gone between buyer and seller

•  People can avoid your unwanted marketing messages

•  Only way left to get through to prospective customers: useful, relevant, helpful content

READY, FIRE, AIM

•  Many companies are marketing to the wrong people

•  With the wrong information •  Not breaking through

BUYER PERSONAS

Adele Revella, Buyer Persona Institute:

"It’s an archetype, a composite picture of the real people who buy, or might buy, products like the ones you sell.”

Discovered through buyer interviews

5 RINGS OF INSIGHT

PRIORITY INITIATIVES

What causes certain buyers to invest in a solution like yours, and how are they different from buyers who remain attached to the status quo?

SUCCESS FACTORS

What operational or personal results does your buyer persona expect from purchasing this solution?

PERCEIVED BARRIERS

What concerns cause your buyer to believe that your solution or company is not their best option?

THE BUYER’S JOURNEY What process does this persona follow in researching and selecting a solution that can overcome the Perceived Barriers and achieve the Success Factors?

DECISION CRITERIA

What aspects of each product will the buyer perceive as most critical in evaluating the alternative solutions available?

FOR MORE INFORMATION

www.buyerpersona.com