Buyer Persona: Know Your Customers - Grow Your Business
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Transcript of Buyer Persona: Know Your Customers - Grow Your Business
“She who knows her customers, rules the market.”
Rule the Market: How to Use
Buyer Personas to Win the Game
Know Your Customers
Steve Tulman
Chief Revenue Officer
UNOapp & Digital Menubox
P: 416 949 7838
Twitter: @steventulman
www.unoapp.com
• When buyer personas were first launched
in 2002, which group or business division
was the biggest advocate of this research
and development process?
Who Uses it?
• Which corporate group put up the most
resistance to this new concept?
What is a Buyer Persona?
• Your Customer
• What they want/need
• Their personalities
• What type of content they engage with
• What channels the engage on
• How you need to reach out to them!
Sales occur when the right audience
gets the right message at the right time
on the right channels.
Persona Matters
Talk to top-performing
sales reps, customer
service reps, and
marketing reps
Use info to create a
range of different
personas
Get insight on buyer
behaviour and
characteristics
Attempting to sell and market your product to people who
would never buy it is completely irresponsible and a waste of
shareholder money.
Creating the Right Buyer Persona
Who are you
selling to?Who is
buying?
What
questions
are
buyers
asking?
How do buyers
communicate?
What
pains do
buyers
have?
What are
the buyer’s
journeys?
What
companies
do they
work for?
Primary
ResearchCRM and
marketing
automation
reports
Look-alikesWins and
LosesCase
Studies
Customer
Surveys
Meet with the teams
regularly to review
and refine personas
Use CRM and
marketing automation
tools to track success
With personas, businesses can be more strategic in catering
to each audience, internalize the customer that they are
trying to attract, and relate to them as human beings.
Creating the RightBuyer Persona
Creating the Right Buyer Persona - Example
Is ALL This Info Necessary?
• Hobbies
• Real quotes from interviews with customers
• Computer literacy
• Where they get their news
• Blogs they read
• Social media sites they use and groups they’re
apart of
• Frequency of social media use and time of day
Takeaways
• Marketing personas will help you understand your audience.
• Include Sales, Marketing, and Customer Service to come up with the personas
• Define at least 3-5 personas
• Sales, Marketing & Customer service initiatives need to be aligned with one another
• Right Message + Right Audience + Right Channels+ Right Times Result = Better customer experience and more engaged users.
Thank You!
Steve Tulman
Chief Revenue Officer
UNOapp & Digital Menubox
P: 416 949 7838
Twitter: @steventulman
www.unoapp.com