Is a new market primed for expansion? Will your products and services be easier to sell if they're packaged as a solution? Why is your product underperforming? (Hint: it's not price or features) All of these questions and more can be answered once you know how to conduct a uniquely unscripted interview with a focused set of potential customers. In this interactive webinar, Adele Revella, CEO of Buyer Persona Institute and author of Buyer Personas, How to Gain Insight into Your Customer's Expectations, Align Your Marketing Strategies, and Win More Business (Wiley 2015) will reveal: How to start every interview with the right question Why the initial answers aren't helpful, and how to probe for real insight How to focus on interviews with the most relevant people (and who will waste your time) Techniques to build actionable personas with the interview results Proven practices for aligning teams around your buyer's perspective

1. AIPMM Webinar Series
Building Buyer Personas, Product
Roadmaps and More

2. Adele Revella
Our Speakers

3. ©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED.
Your webinar facilitators
Adele Revella

5. How buyers
make the choices
we want
to influence
The
Purpose
of
Buyer
Personas

6. What motivates buyers to
abandon the status quo
How buyers
make the choices
we want
to influence

7. The buyer’s perceptions
about what will improve
What motivates buyers to
abandon the status quo
How buyers
make the choices
we want
to influence

8. What keeps buyers stuck, or prevents
them from choosing us
The buyer’s perceptions
about what will improve
What motivates buyers to
abandon the status quo
How buyers
make the choices
we want
to influence

9. What keeps buyers stuck, or prevents
them from choosing us
The criteria buyers
use to compare their
options
The buyer’s perceptions
about what will improve
What motivates buyers to
abandon the status quo
How buyers
make the choices
we want
to influence

10. What process buyers
follow and who is involved
in the decision
What keeps buyers stuck, or prevents
them from choosing us
The criteria buyers
use to compare their
options
The buyer’s perceptions
about what will improve
What motivates buyers to
abandon the status quo
How buyers
make the choices
we want
to influence

11. 11©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED.
Buyers make two choices
We need to change
and will allocate budget
(economic buyer)

12. 12©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED.
Buyers make two choices
This one
is the best match
for our needs
(lead evaluator)
We need to change
and will allocate budget
(economic buyer)

13. 13©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED.
Which buyers should you interview?
If your market is new/immature
and goal is to motivate change,
interview ECONOMIC BUYERS
NEWNEW

14. 14©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED.
Which buyers should you interview?
If your market is new/immature
and goal is to motivate change,
interview economic buyers
If you want to be in your buyer’s
consideration set and win more deals,
interview LEAD EVALUATORS
NEWNEW

15. 15©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED.
Please listen to this role play
“Take me back to the day when you
first started looking for _________.
What happened?”

16. 16©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED.
Keep probing for insight
The buyer’s first answer is
the one you already know.

17. 17©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED.
1
2
3
4
5
Probe each phase of the Buyer’s decision
Typical steps Ask probing follow up questions to learn
Trigger
Take me back to the day when … what happened? What happened to make this change a priority
Research
What did you do first to understand your options …?
What the buyer learned about those
they decided to consider
Assess
And then what did you do …?
How the buyer decided what to include /
exclude from consideration
Negotiate
And then what did you do …?
How the buyer decided which to include
on the shortlist
Purchase
How did you choose …? How the buyer made a final selection

18. 18©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED.

19. 19©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED.
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proident, sunt in culpa qui
officia deserunt mollit
Success
Factors
Decision
Criteria
Perceived
Barriers
Transcribe interviews, select insightful quotes
1. Use a service to transcribe recorded
interviews
2. Highlight sentences that contain
one or more of the 5 insights
3. Look for patterns across your
interviews

20. ©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED.
www.buyerpersona.com
To see an example of a buyer persona
To see an example of a
buyer persona

21. AGENCY MARKETER IN-HOUSE MARKETER
PRIORITY INITIATIVE
New customers or newly
targeted market segment
New investment in
digital marketing
SUCCESS FACTORS
Infrequent users won’t need training
Single, comprehensive view of customers
Solution grows with changing needs
Control over automated response content
Single, comprehensive view of customers
Solution grows with changing needs
Control over automated response content
PERCEIVED BARRIERS
Not sure we can trust you
Templates require users to know HTML
Object to opt-in + first email response
Concern about being blacklisted
Can’t manage another system
Not sure we can trust you
Templates require users to know HTML
Object to opt-in + first email response
Concern about being blacklisted
Can’t manage another system
BUYER’S JOURNEY
Clients defer decisions to us
We prioritize solutions that we know
Expect web access to basic pricing info
Need to see/use before I decide
Calling to test your responsiveness
A team evaluates, but I decide
We prioritize solutions that we know
Expect web access to basic pricing info
Need to see/use before I decide
Calling to test your responsiveness
DECISION CRITERIA
Integrates w/most CRM & web platforms
Works like other software I know, own
Lots of easy templates, updated often
Easy to use automated response
Works like other software I know, own
Lots of easy templates, updated often
Easy to use automated response
Templates require
users to know HTML
Templates require users
to know HTML
A capability to win both
in-house and agency
marketers

22. AGENCY MARKETER IN-HOUSE MARKETER
PRIORITY INITIATIVE
New customers or newly
targeted market segment
New investment in
digital marketing
SUCCESS FACTORS
Infrequent users won’t need training
Single, comprehensive view of customers
Solution grows with changing needs
Control over automated response content
Single, comprehensive view of customers
Solution grows with changing needs
Control over automated response content
PERCEIVED BARRIERS
Not sure we can trust you
Templates require users to know HTML
Object to opt-in + first email response
Concern about being blacklisted
Can’t manage another system
Not sure we can trust you
Templates require users to know HTML
Object to opt-in + first email response
Concern about being blacklisted
Can’t manage another system
BUYER’S JOURNEY
Clients defer decisions to us
We prioritize solutions that we know
Expect web access to basic pricing info
Need to see/use before I decide
Calling to test your responsiveness
A team evaluates, but I decide
We prioritize solutions that we know
Expect web access to basic pricing info
Need to see/use before I decide
Calling to test your responsiveness
DECISION CRITERIA
Integrates w/most CRM & web platforms
Works like other software I know, own
Lots of easy templates, updated often
Easy to use automated response
Works like other software I know, own
Lots of easy templates, updated often
Easy to use automated response
Only Agency marketers
will be impressed
Integrates w/most CRM & web platforms

23. ©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED.
This book is dedicated to every
sales and marketing professional
who questions the wisdom
of making stuff up.
- Adele Revella

24. ©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED.
www.buyerpersona.com
Free e-books and blog
Implementation workshops
Custom buyer persona research studies
Pre-recorded workshop for persona
interviewing skills
Twitter @buyerpersona
Facebook.com/buyerpersona

25. Q & A Session
Ask questions. Our team is standing by to
help.
The webinar slides will be posted to our
website and our
http://www.Slideshare.net/aipmm
The webinar recording will be posted at
http://www.AIPMM.net
for members

26. Upcoming Webinars
Why Product Management and Innovation Fail and What to do About it
January 13, 2017
WWW.AIPMM.COM/AIPMM_WEBINARS
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