Buyer Personas: The 5 Insights Every Marketer Needs to Nail - a webinar presentation by Adele Revella, Founder and President, Buyer Persona Institute, for Act-On Software, 2012

1. Buyer Personas:
The Five Insights Every
Marketer Needs to Nail
#AOWEB

2. Chat or Q/A
 © 2012 BUYER PERSONA INSTITUTE INC. ALL RIGHTS RESERVED.
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3. Today’s Presenters
Adele Revella Atri Chatterjee
President, Buyer Persona CMO, Act-On Software
Institute

4. Buyer Personas:
The Five Insights Every Marketer Needs to Nail
Adele Revella
adele@buyerpersona.com
 6 85 SPRING STREET, NO. 200 | FRIDAY HARBOR, WA 98250 | W WW.BUYERPERSONA.COM

5. More than a story about the buyer . . .
a buyer persona is what the
buyer thinks about
doing business with you.
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6. Buyer personas should clarify decisions
Where
To prioritize marketing
investments
Who When
Sales people & lead Sales people &
generation campaigns campaigns can engage
should target Buyer qualified buyers
Expert
What How
To include in Why To focus creative and
messaging strategy & marketing efforts that
marketing content Your strategy has the impact buyers’ choices
highest potential to
achieve the goals
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7. Buyer Personas Need Five Rings of Insight
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8. Two parts of a buyer persona
Core Buyer Persona Product Persona Connection
• Demographic information • Priority Initiative: buying triggers
- Job title • Success Factors: why we win
- Company size
• Perceived Barriers: why we lose
- Industry
- Education • Buying process: which personas are
critical, resources buyers trust
• Job description
• Decision criteria: capabilities buyers
• Top 5 priority initiatives consider most important
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9. Here’s a typical buyer personas
Core Buyer Persona Product Persona Connection
• Demographic information • Priority Initiative: buying triggers
- Job title • Success Factors: why we win
- Company size
• Perceived Barriers: why we lose
- Industry
- Education • Buying process: which personas are
critical, resources buyers trust
• Job description
• Decision criteria: capabilities buyers
• Top 5 priority initiatives consider most important
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10. You want to hear the buyer’s story
“ Take me back to the day
when you first started looking
for a ________ solution.
What happened?
,,
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11. PROBE
“have been thereto
That need had
for
a while. What
happened to make
,,
this a priority?

12. This is a conversation
“ Soidentifydid youoptions? to,,
what
your
do first
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13. PROBE
“ that you visited
You mentioned
several websites.
What questions did
you find answered
there? ,,

14. Recent buyers will talk to you when you . . .
• Are not in sales
• Have an agenda, not a script
• Don’t talk about your solutions
• Ask interesting questions
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15. How to get interviews
Recent
Lists
wins/losses
Find
buyers
Recruiters Conference
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16. The goal is insight

17. The better the understanding . . .
the more different than
our previous thinking . . .
the more dramatic the insight.
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18. Clarify your unique value proposition
“ What aspect of ease-of-use
was most critical?
,,
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19. Messaging before and after buyer insights
BEFORE AFTER
. . . provides easy-to- Increase productivity
use, enterprise- with the security
level protection that software that won’t
optimizes slow you down, get
performance and in your way, or
system resources swallow up system
so small companies resources.
can get up and
running quickly.
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20. Insights clarify marketing investments
Buying Key Conv Key Resources Sales &
Process Personas Rate Decision Buyers Marketing Assets
Step Criteria Consult
1 2 3 4 5 6
Lightweight, WSJ article,
Trigger Small biz owner 75%
Brand name LinkedIn group
PR and social media
Battery life Online reviews Use case stories,
Research Office Manager 20%
Size/Weight Blog posts blogger outreach
Keyboard feel Apple Store, POS displays,
Assess Office Manager 80%
Screen Resolution Best Buy sales training
Cost trade-offs
Negotiate Small biz owner 65%
Extended warranty
Supplier websites Comparison pages
Start-up time Customer feedback
Implement Office Manager 40%
Tech Support
Using experience
program
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21. Sales people need these insights
Who will agree to meet and how to get that meeting
Positives to emphasize, objections to overcome
What buyers say about each competitor
Which buyers are critical at each buying process step
How sales tools are targeted for distinct buyer types
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22. Does this describe you?
Influencer
Empathetic
Works
Confident well with
Sales
Extroverted
Curious
Life-long
learner
Natural for buyer
expert role
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23. “ The only people who achieve much
are those who want knowledge
so badly that they seek it while the
conditions are still unfavorable.
Favorable conditions never come.
,,
C.S. Lewis
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24. Resources at www.buyerpersona.com
• Read e-book
• Download templates
• Subscribe to blog
• Follow me on Twitter
@buyerpersona
• Take a workshop
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25. Within 24 hours:
You will receive an email with the webinar
recording and the slides
Next Steps
Join our Weekly Demo (Tues. 10am PT)
Schedule a 1:1 Live Demo
sales hotline at: 1 (877) 530-1555
email us: sales@act-on.com
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