Buyer Persona Development
Persona research, interviews, persona workshops, persona profile creation
Buyer personas are fictional, generalized representations of your ideal customers. They help you understand your customers (and prospective customers) better, and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different groups.
The strongest buyer personas are based on market research as well as on insights you gather from your actual customer base (through surveys, interviews, etc.). When combined with lifecycle stage (i.e. how far along someone is in your sales cycle), buyer personas also allow you to map out and create highly targeted content.
Buyer Persona Research: 3 hours
- Interviews with customers either in person or over the phone to discover what they like about your product or service.
- Research through your contacts database to uncover trends about how certain leads or customers find and consume your content.
- Gathering the sales team’s feedback on the leads they are interacting with most. (What types of sales cycles does your sales team work with? What generalizations can they make about the different types of customers you serve best?
Buyer Persona Workshop:
- 1 hour workshop to review data and create the persona profiles
- Buyer persona profile includes your personas: background, demographic, identifiers, goals, challenges, offers, real quotes, & common objections, marketing messaging, and an elevator pitch.