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    Buyer Persona Template

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    u2india
    The document discusses buyer personas and how to create them. It explains that personas are fictional representations of ideal customers based on research. They help tailor marketing and content. The document provides templates to develop personas with details like demographics, pain points, and goals. It encourages starting with a few key personas and gathering info from customers, prospects, databases and sales.

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    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd

    Buyer Persona Template

    Uploaded by

    u2india
    180 views26 pages
    The document discusses buyer personas and how to create them. It explains that personas are fictional representations of ideal customers based on research. They help tailor marketing and content. The document provides templates to develop personas with details like demographics, pain points, and goals. It encourages starting with a few key personas and gathering info from customers, prospects, databases and sales.

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    Buyer Persona Template

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    The document discusses buyer personas and how to create them. It explains that personas are fictional representations of ideal customers based on research. They help tailor marketing and content. The document provides templates to develop personas with details like demographics, pain points, and goals. It encourages starting with a few key personas and gathering info from customers, prospects, databases and sales.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    180 views26 pages

    Buyer Persona Template

    Uploaded by

    u2india
    The document discusses buyer personas and how to create them. It explains that personas are fictional representations of ideal customers based on research. They help tailor marketing and content. The document provides templates to develop personas with details like demographics, pain points, and goals. It encourages starting with a few key personas and gathering info from customers, prospects, databases and sales.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 26

    Table of Contents

    What Are Buyer Personas? ...……………………………………………………………. Slide 3

    What Are Negative Personas? ………………………………………......................….. Slide 4

    How Can You Use Personas? …………………………………………………………... Slide 5

    How Do You Create Personas? …………...………………………..……………......…. Slide 7

    Blank Templates …………………………………………………………………………... Slide 14


    What Are Buyer Personas?

    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.). Depending on
    your business, you could have as few as one or two personas, or as many as 10 or 20. (Note:
    If you’re new to personas, start small! You can always develop more personas later if needed.)
    What Are Negative Personas?

    Whereas a buyer persona is a representation of an ideal customer, a negative -- or


    “exclusionary” -- persona is a representation of who you don’t want as a customer.

    This could include, for example, professionals who are too advanced for your product or
    service, students who are only engaging with your content for research/knowledge, or
    potential customers who are just too expensive to acquire (because of a low average sale
    price, their propensity to churn, or their unlikeliness to purchase again from your company.)
    How Can You Use Personas?

    At the most basic level, personas allow you to personalize or target your marketing for
    different segments of your audience. For example, instead of sending the same lead
    nurturing emails to everyone in your database, you can segment by buyer persona and tailor
    your messaging according to what you know about those different personas.

    If you take the time to create negative personas, you’ll have the added advantage of being
    able to segment out the “bad apples” from the rest of your contacts, which can help you
    achieve a lower cost-per-lead and cost-per-customer (and see higher sales productivity).
    How Can You Use Personas? (continued)

    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.

    To learn more about the “content mapping” process, right


    click here and select Hyperlink > Open Hyperlink.
    How Do You Create Buyer Personas?

    Buyer personas are created through research, surveys, and interviews of your target
    audience. That includes a mix of customers, prospects, and those outside of your contact
    database who might align with your target audience.

    Here are some practical methods for gathering the information you need to develop
    personas:

    • Interview customers either in person or over the phone to discover what they like about
    your product or service.
    How Do You Create Buyer Personas? (continued)

    • Look through your contacts database to uncover trends about how certain leads or
    customers find and consume your content.

    • When creating forms to use on your website, use form fields that capture important
    persona information. (For example, if all of your personas vary based on company size, ask each
    lead for information about company size on your forms. You could also gather information on what
    forms of social media your leads use by asking a question about social media accounts.)

    • Take into consideration your 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?)
    How Do You Create Buyer Personas? (continued)

    • HubSpot customers: You can create and manage your


    personas within the Contacts tool. Right click here, then select
    Hyperlink > Open Hyperlink to learn more!

    • Customers and non-customers alike: You can use the


    following 4-slide template to organize your persona data.

    First, we’ll walk you through an example, then we’ll leave you
    with some blank templates so you can get to it!
    1 Sample Sally

    • Head of Human Resources


    • Worked at the same company for 10 years; worked her way up from
    2 HR Associate
    • Married with 2 children (10 and 8)

    • Skews female
    • Age 30-45
    3 • Dual HH Income: $140,000
    • Suburban

    • Calm demeanor
    • Probably has an assistant screening calls
    4
    • Asks to receive collateral mailed/printed
    Sample Sally

    • Keep employees happy and turnover low


    5 • Support legal and finance teams

    • Getting everything done with a small staff


    6 • Rolling out changes to the entire company

    • Make it easy to manage all employee data in one place


    7 • Integrate with legal and finance teams’ systems
    Sample Sally

    • “It’s been difficult getting company-wide adoption of new


    technologies in the past.”
    • “I don’t have time to train new employees on a million different
    8 databases and platforms.”
    • “I’ve had to deal with so many painful integrations with other
    departments’ databases and software.”

    • I’m worried I’ll lose data transitioning to a new system.


    9 • I don’t want to have to train the entire company on how to use a new
    system.
    Sample Sally

    10
    • Integrated HR Database Management

    • We give you an intuitive database that integrates with your existing


    11 software and platforms, and lifetime training to help new employees
    get up to speed quickly.
    Your Turn!

    We’ve provided blank templates for developing three personas.

    (If you need more, simply select the slides on the left-hand side, right click, and choose
    “Duplicate.”)
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