THE IMPORTANCE & POWER OF BUYER PERSONAS REVIEW, REVISE, REFRESH #ManchesterHUG
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THE IMPORTANCE & POWER OF BUYER PERSONAS
REVIEW, REVISE, REFRESH
#ManchesterHUG
Avril Murphy
CUSTOMER SUCCESS MANAGERHUBSPOT
I focus on…• Helping startup companies grow• Developing strategies for new companies• Buyer Persona development
#ManchesterHUG
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
#ManchesterHUG
BUSINESS IS ALL ABOUT RELATIONSHIPS BETWEEN PEOPLE
#ManchesterHUG
WE ARE NOT SEGMENTS!
#ManchesterHUG
HOW CAN YOU MAKE REMARKABLE CONTENT IF YOU DO NOT KNOW WHO YOU ARE CREATING IT FOR?
#ManchesterHUG
BUYER PERSONAS ARE…..
SEMI-FICTIONAL REPRESENTATIONS OF YOUR IDEAL CUSTOMER BASED ON MARKET RESEARCH AND REAL DATA ABOUT YOUR EXISTING CUSTOMERS
#ManchesterHUG
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?
#ManchesterHUG
TACTICS TO ADD TO THIS…
• Survey existing customers• Your network• Interviews• Sales team• Customer service
#ManchesterHUG
WHAT IF I HAVE NO CUSTOMERS?
?
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Developing a Persona Example
#ManchesterHUG
Developing a Persona Example
#ManchesterHUG
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
#ManchesterHUG
BUYER PERSONA RESEARCH IN TURN CREATED OUR WHOLE CONTENT CREATION STRATEGY
#ManchesterHUG
#ManchesterHUG
“HOW TO SPEND LESS TIME WORRYING ABOUT MY SALES TEAMS PIPELINE”
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WHAT ELSE DID THEY FIND?
#ManchesterHUG
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?
#ManchesterHUG
BUYER PERSONA RESEARCH IN TURN CREATED OUR WHOLE CONTENT CREATION STRATEGY
#ManchesterHUG
#ManchesterHUG
MARKETING TACTICS TO HELP MY INBOUND SALES TEAM SUCCEED
#ManchesterHUG
BUYER PERSONAS ARE CONSTANTLY A WORK IN PROGRESS…..
#ManchesterHUG
REVIEW, REVISE, REFRESH
#ManchesterHUG
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
#ManchesterHUG
STREAMLINES OUR LIMITED TIME + RESOURCES#ManchesterHUG
Personas = APEX of content creation
REVIEW, REVISE, REFRESH
#ManchesterHUG
Questions?
#ManchesterHUG
Questions?
#ManchesterHUG
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