Why buyer personas aren’t just for sales
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Transcript of Why buyer personas aren’t just for sales
0208 257 3592 | WWWWOWCONSULTINGCOUK
Why Buyer Personas Arenrsquot Just For Sales
Jan WillisjanwilliswowconsultingcoukTwitter wow_consulting
As marketers we need deep insights about each of our buyer segments so
we can position our solution as the best fit for
their needs
WWWWOWCONSULTINGCOUK| 0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
How Well Do You Know Your Customers
Do you know how when and why buyers make decisions
you want to influence
Do you use this insight to shape your value
proposition messaging content strategy and
website design
WWWWOWCONSULTINGCOUK| 0208 257 3592
56 of companies donrsquot have buyer personas
Of the 44 that do 85 arenrsquot using them
effectively
WHY
This is NOT a buyer persona
Buyer profiling is not the same as buyer
personification which seeks to understand
buyersrsquo goals and behaviours in human terms in order to help
them achieve their goalsWWWWOWCONSULTINGCOUK| 0208 257 3592
What Buyer Personas Tell Usbull Which type of buyer will respond to lead
gen campaignsbull What to include in messaging strategy and
marketing contentbull Where to prioritise marketing investmentsbull When sales people and campaigns can
engage qualified buyersbull How to focus creative and marketing efforts
to impact buyerrsquos choicesWWWWOWCONSULTINGCOUK| 0208 257 3592
A useful buyer persona tells you things you
donrsquot already know It canrsquot be built using
existing data or surveys
WWWWOWCONSULTINGCOUK| 0208 257 3592
5 Rings of Buyer Insight
bull Why some buyers make your solution category a strategy priority and others choose the status quo
bull What pain points buyers are looking to eliminate and improvements they expect to see and how
bull What criteria buyers use to evaluate solutions and make a purchasing decision and why
bull Why some buyers would not perceive your company or solution as their best option
bull Which buyers are involved in the decision and what resources they trust to guide their decision
WWWWOWCONSULTINGCOUK| 0208 257 3592
Your Buyersrsquo Authentic Voice
The difference between knowing exactly where to go when you walk into a store and wandering down a dozen aisles that donrsquot interest you before you find what you need
Persona Based Web Design
WWWWOWCONSULTINGCOUK| 0208 257 3592
Shows customers we understand them and allows us to deliver a better more personalised experience
WWWWOWCONSULTINGCOUK| 0208 257 3592
How To Do Itbull Allow visitors to self-identify and choose their
adventurebull Create a customised page for each persona with
targeted messaging language and content as well as links to other targeted content offers products
bull Create targeted landing pages and content offers that cater to their specific needs problems and interests with industry or persona specific examples
bull Use categories and tags to segment your resources blog content case studies and product pages
bull Tailor your calls to action to each persona
WWWWOWCONSULTINGCOUK| 0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
In summaryBuyer personas provide deep insights that allow you to align your targeting segmentation messaging and sales enablement strategies and deliver a personalised experience that drives more engagement and wins your buyerrsquos trust and business
WWWWOWCONSULTINGCOUK| 0208 257 3592
ResourcesThe 5 Rings Of Buyer Engagement wwwbuyerpersonascom
Free Buyer Persona Templatehttpinboundwowconsultingcoukhow-to-create-buyer-personas-free-template
In-house workshopsjanwilliswowconsultingcouk0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
- Why Buyer Personas Arenrsquot Just For Sales Jan Willis janwillis
- Slide 2
- Slide 3
- Slide 4
- Slide 5
- Slide 6
- Slide 7
- Slide 8
- Slide 9
- Slide 10
- Slide 11
- Slide 12
- Slide 13
- Slide 14
- Slide 15
- Slide 16
- Slide 17
- Slide 18
- Slide 19
- Slide 20
- Slide 21
-
As marketers we need deep insights about each of our buyer segments so
we can position our solution as the best fit for
their needs
WWWWOWCONSULTINGCOUK| 0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
How Well Do You Know Your Customers
Do you know how when and why buyers make decisions
you want to influence
Do you use this insight to shape your value
proposition messaging content strategy and
website design
WWWWOWCONSULTINGCOUK| 0208 257 3592
56 of companies donrsquot have buyer personas
Of the 44 that do 85 arenrsquot using them
effectively
WHY
This is NOT a buyer persona
Buyer profiling is not the same as buyer
personification which seeks to understand
buyersrsquo goals and behaviours in human terms in order to help
them achieve their goalsWWWWOWCONSULTINGCOUK| 0208 257 3592
What Buyer Personas Tell Usbull Which type of buyer will respond to lead
gen campaignsbull What to include in messaging strategy and
marketing contentbull Where to prioritise marketing investmentsbull When sales people and campaigns can
engage qualified buyersbull How to focus creative and marketing efforts
to impact buyerrsquos choicesWWWWOWCONSULTINGCOUK| 0208 257 3592
A useful buyer persona tells you things you
donrsquot already know It canrsquot be built using
existing data or surveys
WWWWOWCONSULTINGCOUK| 0208 257 3592
5 Rings of Buyer Insight
bull Why some buyers make your solution category a strategy priority and others choose the status quo
bull What pain points buyers are looking to eliminate and improvements they expect to see and how
bull What criteria buyers use to evaluate solutions and make a purchasing decision and why
bull Why some buyers would not perceive your company or solution as their best option
bull Which buyers are involved in the decision and what resources they trust to guide their decision
WWWWOWCONSULTINGCOUK| 0208 257 3592
Your Buyersrsquo Authentic Voice
The difference between knowing exactly where to go when you walk into a store and wandering down a dozen aisles that donrsquot interest you before you find what you need
Persona Based Web Design
WWWWOWCONSULTINGCOUK| 0208 257 3592
Shows customers we understand them and allows us to deliver a better more personalised experience
WWWWOWCONSULTINGCOUK| 0208 257 3592
How To Do Itbull Allow visitors to self-identify and choose their
adventurebull Create a customised page for each persona with
targeted messaging language and content as well as links to other targeted content offers products
bull Create targeted landing pages and content offers that cater to their specific needs problems and interests with industry or persona specific examples
bull Use categories and tags to segment your resources blog content case studies and product pages
bull Tailor your calls to action to each persona
WWWWOWCONSULTINGCOUK| 0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
In summaryBuyer personas provide deep insights that allow you to align your targeting segmentation messaging and sales enablement strategies and deliver a personalised experience that drives more engagement and wins your buyerrsquos trust and business
WWWWOWCONSULTINGCOUK| 0208 257 3592
ResourcesThe 5 Rings Of Buyer Engagement wwwbuyerpersonascom
Free Buyer Persona Templatehttpinboundwowconsultingcoukhow-to-create-buyer-personas-free-template
In-house workshopsjanwilliswowconsultingcouk0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
- Why Buyer Personas Arenrsquot Just For Sales Jan Willis janwillis
- Slide 2
- Slide 3
- Slide 4
- Slide 5
- Slide 6
- Slide 7
- Slide 8
- Slide 9
- Slide 10
- Slide 11
- Slide 12
- Slide 13
- Slide 14
- Slide 15
- Slide 16
- Slide 17
- Slide 18
- Slide 19
- Slide 20
- Slide 21
-
WWWWOWCONSULTINGCOUK| 0208 257 3592
How Well Do You Know Your Customers
Do you know how when and why buyers make decisions
you want to influence
Do you use this insight to shape your value
proposition messaging content strategy and
website design
WWWWOWCONSULTINGCOUK| 0208 257 3592
56 of companies donrsquot have buyer personas
Of the 44 that do 85 arenrsquot using them
effectively
WHY
This is NOT a buyer persona
Buyer profiling is not the same as buyer
personification which seeks to understand
buyersrsquo goals and behaviours in human terms in order to help
them achieve their goalsWWWWOWCONSULTINGCOUK| 0208 257 3592
What Buyer Personas Tell Usbull Which type of buyer will respond to lead
gen campaignsbull What to include in messaging strategy and
marketing contentbull Where to prioritise marketing investmentsbull When sales people and campaigns can
engage qualified buyersbull How to focus creative and marketing efforts
to impact buyerrsquos choicesWWWWOWCONSULTINGCOUK| 0208 257 3592
A useful buyer persona tells you things you
donrsquot already know It canrsquot be built using
existing data or surveys
WWWWOWCONSULTINGCOUK| 0208 257 3592
5 Rings of Buyer Insight
bull Why some buyers make your solution category a strategy priority and others choose the status quo
bull What pain points buyers are looking to eliminate and improvements they expect to see and how
bull What criteria buyers use to evaluate solutions and make a purchasing decision and why
bull Why some buyers would not perceive your company or solution as their best option
bull Which buyers are involved in the decision and what resources they trust to guide their decision
WWWWOWCONSULTINGCOUK| 0208 257 3592
Your Buyersrsquo Authentic Voice
The difference between knowing exactly where to go when you walk into a store and wandering down a dozen aisles that donrsquot interest you before you find what you need
Persona Based Web Design
WWWWOWCONSULTINGCOUK| 0208 257 3592
Shows customers we understand them and allows us to deliver a better more personalised experience
WWWWOWCONSULTINGCOUK| 0208 257 3592
How To Do Itbull Allow visitors to self-identify and choose their
adventurebull Create a customised page for each persona with
targeted messaging language and content as well as links to other targeted content offers products
bull Create targeted landing pages and content offers that cater to their specific needs problems and interests with industry or persona specific examples
bull Use categories and tags to segment your resources blog content case studies and product pages
bull Tailor your calls to action to each persona
WWWWOWCONSULTINGCOUK| 0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
In summaryBuyer personas provide deep insights that allow you to align your targeting segmentation messaging and sales enablement strategies and deliver a personalised experience that drives more engagement and wins your buyerrsquos trust and business
WWWWOWCONSULTINGCOUK| 0208 257 3592
ResourcesThe 5 Rings Of Buyer Engagement wwwbuyerpersonascom
Free Buyer Persona Templatehttpinboundwowconsultingcoukhow-to-create-buyer-personas-free-template
In-house workshopsjanwilliswowconsultingcouk0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
- Why Buyer Personas Arenrsquot Just For Sales Jan Willis janwillis
- Slide 2
- Slide 3
- Slide 4
- Slide 5
- Slide 6
- Slide 7
- Slide 8
- Slide 9
- Slide 10
- Slide 11
- Slide 12
- Slide 13
- Slide 14
- Slide 15
- Slide 16
- Slide 17
- Slide 18
- Slide 19
- Slide 20
- Slide 21
-
How Well Do You Know Your Customers
Do you know how when and why buyers make decisions
you want to influence
Do you use this insight to shape your value
proposition messaging content strategy and
website design
WWWWOWCONSULTINGCOUK| 0208 257 3592
56 of companies donrsquot have buyer personas
Of the 44 that do 85 arenrsquot using them
effectively
WHY
This is NOT a buyer persona
Buyer profiling is not the same as buyer
personification which seeks to understand
buyersrsquo goals and behaviours in human terms in order to help
them achieve their goalsWWWWOWCONSULTINGCOUK| 0208 257 3592
What Buyer Personas Tell Usbull Which type of buyer will respond to lead
gen campaignsbull What to include in messaging strategy and
marketing contentbull Where to prioritise marketing investmentsbull When sales people and campaigns can
engage qualified buyersbull How to focus creative and marketing efforts
to impact buyerrsquos choicesWWWWOWCONSULTINGCOUK| 0208 257 3592
A useful buyer persona tells you things you
donrsquot already know It canrsquot be built using
existing data or surveys
WWWWOWCONSULTINGCOUK| 0208 257 3592
5 Rings of Buyer Insight
bull Why some buyers make your solution category a strategy priority and others choose the status quo
bull What pain points buyers are looking to eliminate and improvements they expect to see and how
bull What criteria buyers use to evaluate solutions and make a purchasing decision and why
bull Why some buyers would not perceive your company or solution as their best option
bull Which buyers are involved in the decision and what resources they trust to guide their decision
WWWWOWCONSULTINGCOUK| 0208 257 3592
Your Buyersrsquo Authentic Voice
The difference between knowing exactly where to go when you walk into a store and wandering down a dozen aisles that donrsquot interest you before you find what you need
Persona Based Web Design
WWWWOWCONSULTINGCOUK| 0208 257 3592
Shows customers we understand them and allows us to deliver a better more personalised experience
WWWWOWCONSULTINGCOUK| 0208 257 3592
How To Do Itbull Allow visitors to self-identify and choose their
adventurebull Create a customised page for each persona with
targeted messaging language and content as well as links to other targeted content offers products
bull Create targeted landing pages and content offers that cater to their specific needs problems and interests with industry or persona specific examples
bull Use categories and tags to segment your resources blog content case studies and product pages
bull Tailor your calls to action to each persona
WWWWOWCONSULTINGCOUK| 0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
In summaryBuyer personas provide deep insights that allow you to align your targeting segmentation messaging and sales enablement strategies and deliver a personalised experience that drives more engagement and wins your buyerrsquos trust and business
WWWWOWCONSULTINGCOUK| 0208 257 3592
ResourcesThe 5 Rings Of Buyer Engagement wwwbuyerpersonascom
Free Buyer Persona Templatehttpinboundwowconsultingcoukhow-to-create-buyer-personas-free-template
In-house workshopsjanwilliswowconsultingcouk0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
- Why Buyer Personas Arenrsquot Just For Sales Jan Willis janwillis
- Slide 2
- Slide 3
- Slide 4
- Slide 5
- Slide 6
- Slide 7
- Slide 8
- Slide 9
- Slide 10
- Slide 11
- Slide 12
- Slide 13
- Slide 14
- Slide 15
- Slide 16
- Slide 17
- Slide 18
- Slide 19
- Slide 20
- Slide 21
-
Do you know how when and why buyers make decisions
you want to influence
Do you use this insight to shape your value
proposition messaging content strategy and
website design
WWWWOWCONSULTINGCOUK| 0208 257 3592
56 of companies donrsquot have buyer personas
Of the 44 that do 85 arenrsquot using them
effectively
WHY
This is NOT a buyer persona
Buyer profiling is not the same as buyer
personification which seeks to understand
buyersrsquo goals and behaviours in human terms in order to help
them achieve their goalsWWWWOWCONSULTINGCOUK| 0208 257 3592
What Buyer Personas Tell Usbull Which type of buyer will respond to lead
gen campaignsbull What to include in messaging strategy and
marketing contentbull Where to prioritise marketing investmentsbull When sales people and campaigns can
engage qualified buyersbull How to focus creative and marketing efforts
to impact buyerrsquos choicesWWWWOWCONSULTINGCOUK| 0208 257 3592
A useful buyer persona tells you things you
donrsquot already know It canrsquot be built using
existing data or surveys
WWWWOWCONSULTINGCOUK| 0208 257 3592
5 Rings of Buyer Insight
bull Why some buyers make your solution category a strategy priority and others choose the status quo
bull What pain points buyers are looking to eliminate and improvements they expect to see and how
bull What criteria buyers use to evaluate solutions and make a purchasing decision and why
bull Why some buyers would not perceive your company or solution as their best option
bull Which buyers are involved in the decision and what resources they trust to guide their decision
WWWWOWCONSULTINGCOUK| 0208 257 3592
Your Buyersrsquo Authentic Voice
The difference between knowing exactly where to go when you walk into a store and wandering down a dozen aisles that donrsquot interest you before you find what you need
Persona Based Web Design
WWWWOWCONSULTINGCOUK| 0208 257 3592
Shows customers we understand them and allows us to deliver a better more personalised experience
WWWWOWCONSULTINGCOUK| 0208 257 3592
How To Do Itbull Allow visitors to self-identify and choose their
adventurebull Create a customised page for each persona with
targeted messaging language and content as well as links to other targeted content offers products
bull Create targeted landing pages and content offers that cater to their specific needs problems and interests with industry or persona specific examples
bull Use categories and tags to segment your resources blog content case studies and product pages
bull Tailor your calls to action to each persona
WWWWOWCONSULTINGCOUK| 0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
In summaryBuyer personas provide deep insights that allow you to align your targeting segmentation messaging and sales enablement strategies and deliver a personalised experience that drives more engagement and wins your buyerrsquos trust and business
WWWWOWCONSULTINGCOUK| 0208 257 3592
ResourcesThe 5 Rings Of Buyer Engagement wwwbuyerpersonascom
Free Buyer Persona Templatehttpinboundwowconsultingcoukhow-to-create-buyer-personas-free-template
In-house workshopsjanwilliswowconsultingcouk0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
- Why Buyer Personas Arenrsquot Just For Sales Jan Willis janwillis
- Slide 2
- Slide 3
- Slide 4
- Slide 5
- Slide 6
- Slide 7
- Slide 8
- Slide 9
- Slide 10
- Slide 11
- Slide 12
- Slide 13
- Slide 14
- Slide 15
- Slide 16
- Slide 17
- Slide 18
- Slide 19
- Slide 20
- Slide 21
-
Do you use this insight to shape your value
proposition messaging content strategy and
website design
WWWWOWCONSULTINGCOUK| 0208 257 3592
56 of companies donrsquot have buyer personas
Of the 44 that do 85 arenrsquot using them
effectively
WHY
This is NOT a buyer persona
Buyer profiling is not the same as buyer
personification which seeks to understand
buyersrsquo goals and behaviours in human terms in order to help
them achieve their goalsWWWWOWCONSULTINGCOUK| 0208 257 3592
What Buyer Personas Tell Usbull Which type of buyer will respond to lead
gen campaignsbull What to include in messaging strategy and
marketing contentbull Where to prioritise marketing investmentsbull When sales people and campaigns can
engage qualified buyersbull How to focus creative and marketing efforts
to impact buyerrsquos choicesWWWWOWCONSULTINGCOUK| 0208 257 3592
A useful buyer persona tells you things you
donrsquot already know It canrsquot be built using
existing data or surveys
WWWWOWCONSULTINGCOUK| 0208 257 3592
5 Rings of Buyer Insight
bull Why some buyers make your solution category a strategy priority and others choose the status quo
bull What pain points buyers are looking to eliminate and improvements they expect to see and how
bull What criteria buyers use to evaluate solutions and make a purchasing decision and why
bull Why some buyers would not perceive your company or solution as their best option
bull Which buyers are involved in the decision and what resources they trust to guide their decision
WWWWOWCONSULTINGCOUK| 0208 257 3592
Your Buyersrsquo Authentic Voice
The difference between knowing exactly where to go when you walk into a store and wandering down a dozen aisles that donrsquot interest you before you find what you need
Persona Based Web Design
WWWWOWCONSULTINGCOUK| 0208 257 3592
Shows customers we understand them and allows us to deliver a better more personalised experience
WWWWOWCONSULTINGCOUK| 0208 257 3592
How To Do Itbull Allow visitors to self-identify and choose their
adventurebull Create a customised page for each persona with
targeted messaging language and content as well as links to other targeted content offers products
bull Create targeted landing pages and content offers that cater to their specific needs problems and interests with industry or persona specific examples
bull Use categories and tags to segment your resources blog content case studies and product pages
bull Tailor your calls to action to each persona
WWWWOWCONSULTINGCOUK| 0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
In summaryBuyer personas provide deep insights that allow you to align your targeting segmentation messaging and sales enablement strategies and deliver a personalised experience that drives more engagement and wins your buyerrsquos trust and business
WWWWOWCONSULTINGCOUK| 0208 257 3592
ResourcesThe 5 Rings Of Buyer Engagement wwwbuyerpersonascom
Free Buyer Persona Templatehttpinboundwowconsultingcoukhow-to-create-buyer-personas-free-template
In-house workshopsjanwilliswowconsultingcouk0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
- Why Buyer Personas Arenrsquot Just For Sales Jan Willis janwillis
- Slide 2
- Slide 3
- Slide 4
- Slide 5
- Slide 6
- Slide 7
- Slide 8
- Slide 9
- Slide 10
- Slide 11
- Slide 12
- Slide 13
- Slide 14
- Slide 15
- Slide 16
- Slide 17
- Slide 18
- Slide 19
- Slide 20
- Slide 21
-
56 of companies donrsquot have buyer personas
Of the 44 that do 85 arenrsquot using them
effectively
WHY
This is NOT a buyer persona
Buyer profiling is not the same as buyer
personification which seeks to understand
buyersrsquo goals and behaviours in human terms in order to help
them achieve their goalsWWWWOWCONSULTINGCOUK| 0208 257 3592
What Buyer Personas Tell Usbull Which type of buyer will respond to lead
gen campaignsbull What to include in messaging strategy and
marketing contentbull Where to prioritise marketing investmentsbull When sales people and campaigns can
engage qualified buyersbull How to focus creative and marketing efforts
to impact buyerrsquos choicesWWWWOWCONSULTINGCOUK| 0208 257 3592
A useful buyer persona tells you things you
donrsquot already know It canrsquot be built using
existing data or surveys
WWWWOWCONSULTINGCOUK| 0208 257 3592
5 Rings of Buyer Insight
bull Why some buyers make your solution category a strategy priority and others choose the status quo
bull What pain points buyers are looking to eliminate and improvements they expect to see and how
bull What criteria buyers use to evaluate solutions and make a purchasing decision and why
bull Why some buyers would not perceive your company or solution as their best option
bull Which buyers are involved in the decision and what resources they trust to guide their decision
WWWWOWCONSULTINGCOUK| 0208 257 3592
Your Buyersrsquo Authentic Voice
The difference between knowing exactly where to go when you walk into a store and wandering down a dozen aisles that donrsquot interest you before you find what you need
Persona Based Web Design
WWWWOWCONSULTINGCOUK| 0208 257 3592
Shows customers we understand them and allows us to deliver a better more personalised experience
WWWWOWCONSULTINGCOUK| 0208 257 3592
How To Do Itbull Allow visitors to self-identify and choose their
adventurebull Create a customised page for each persona with
targeted messaging language and content as well as links to other targeted content offers products
bull Create targeted landing pages and content offers that cater to their specific needs problems and interests with industry or persona specific examples
bull Use categories and tags to segment your resources blog content case studies and product pages
bull Tailor your calls to action to each persona
WWWWOWCONSULTINGCOUK| 0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
In summaryBuyer personas provide deep insights that allow you to align your targeting segmentation messaging and sales enablement strategies and deliver a personalised experience that drives more engagement and wins your buyerrsquos trust and business
WWWWOWCONSULTINGCOUK| 0208 257 3592
ResourcesThe 5 Rings Of Buyer Engagement wwwbuyerpersonascom
Free Buyer Persona Templatehttpinboundwowconsultingcoukhow-to-create-buyer-personas-free-template
In-house workshopsjanwilliswowconsultingcouk0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
- Why Buyer Personas Arenrsquot Just For Sales Jan Willis janwillis
- Slide 2
- Slide 3
- Slide 4
- Slide 5
- Slide 6
- Slide 7
- Slide 8
- Slide 9
- Slide 10
- Slide 11
- Slide 12
- Slide 13
- Slide 14
- Slide 15
- Slide 16
- Slide 17
- Slide 18
- Slide 19
- Slide 20
- Slide 21
-
This is NOT a buyer persona
Buyer profiling is not the same as buyer
personification which seeks to understand
buyersrsquo goals and behaviours in human terms in order to help
them achieve their goalsWWWWOWCONSULTINGCOUK| 0208 257 3592
What Buyer Personas Tell Usbull Which type of buyer will respond to lead
gen campaignsbull What to include in messaging strategy and
marketing contentbull Where to prioritise marketing investmentsbull When sales people and campaigns can
engage qualified buyersbull How to focus creative and marketing efforts
to impact buyerrsquos choicesWWWWOWCONSULTINGCOUK| 0208 257 3592
A useful buyer persona tells you things you
donrsquot already know It canrsquot be built using
existing data or surveys
WWWWOWCONSULTINGCOUK| 0208 257 3592
5 Rings of Buyer Insight
bull Why some buyers make your solution category a strategy priority and others choose the status quo
bull What pain points buyers are looking to eliminate and improvements they expect to see and how
bull What criteria buyers use to evaluate solutions and make a purchasing decision and why
bull Why some buyers would not perceive your company or solution as their best option
bull Which buyers are involved in the decision and what resources they trust to guide their decision
WWWWOWCONSULTINGCOUK| 0208 257 3592
Your Buyersrsquo Authentic Voice
The difference between knowing exactly where to go when you walk into a store and wandering down a dozen aisles that donrsquot interest you before you find what you need
Persona Based Web Design
WWWWOWCONSULTINGCOUK| 0208 257 3592
Shows customers we understand them and allows us to deliver a better more personalised experience
WWWWOWCONSULTINGCOUK| 0208 257 3592
How To Do Itbull Allow visitors to self-identify and choose their
adventurebull Create a customised page for each persona with
targeted messaging language and content as well as links to other targeted content offers products
bull Create targeted landing pages and content offers that cater to their specific needs problems and interests with industry or persona specific examples
bull Use categories and tags to segment your resources blog content case studies and product pages
bull Tailor your calls to action to each persona
WWWWOWCONSULTINGCOUK| 0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
In summaryBuyer personas provide deep insights that allow you to align your targeting segmentation messaging and sales enablement strategies and deliver a personalised experience that drives more engagement and wins your buyerrsquos trust and business
WWWWOWCONSULTINGCOUK| 0208 257 3592
ResourcesThe 5 Rings Of Buyer Engagement wwwbuyerpersonascom
Free Buyer Persona Templatehttpinboundwowconsultingcoukhow-to-create-buyer-personas-free-template
In-house workshopsjanwilliswowconsultingcouk0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
- Why Buyer Personas Arenrsquot Just For Sales Jan Willis janwillis
- Slide 2
- Slide 3
- Slide 4
- Slide 5
- Slide 6
- Slide 7
- Slide 8
- Slide 9
- Slide 10
- Slide 11
- Slide 12
- Slide 13
- Slide 14
- Slide 15
- Slide 16
- Slide 17
- Slide 18
- Slide 19
- Slide 20
- Slide 21
-
Buyer profiling is not the same as buyer
personification which seeks to understand
buyersrsquo goals and behaviours in human terms in order to help
them achieve their goalsWWWWOWCONSULTINGCOUK| 0208 257 3592
What Buyer Personas Tell Usbull Which type of buyer will respond to lead
gen campaignsbull What to include in messaging strategy and
marketing contentbull Where to prioritise marketing investmentsbull When sales people and campaigns can
engage qualified buyersbull How to focus creative and marketing efforts
to impact buyerrsquos choicesWWWWOWCONSULTINGCOUK| 0208 257 3592
A useful buyer persona tells you things you
donrsquot already know It canrsquot be built using
existing data or surveys
WWWWOWCONSULTINGCOUK| 0208 257 3592
5 Rings of Buyer Insight
bull Why some buyers make your solution category a strategy priority and others choose the status quo
bull What pain points buyers are looking to eliminate and improvements they expect to see and how
bull What criteria buyers use to evaluate solutions and make a purchasing decision and why
bull Why some buyers would not perceive your company or solution as their best option
bull Which buyers are involved in the decision and what resources they trust to guide their decision
WWWWOWCONSULTINGCOUK| 0208 257 3592
Your Buyersrsquo Authentic Voice
The difference between knowing exactly where to go when you walk into a store and wandering down a dozen aisles that donrsquot interest you before you find what you need
Persona Based Web Design
WWWWOWCONSULTINGCOUK| 0208 257 3592
Shows customers we understand them and allows us to deliver a better more personalised experience
WWWWOWCONSULTINGCOUK| 0208 257 3592
How To Do Itbull Allow visitors to self-identify and choose their
adventurebull Create a customised page for each persona with
targeted messaging language and content as well as links to other targeted content offers products
bull Create targeted landing pages and content offers that cater to their specific needs problems and interests with industry or persona specific examples
bull Use categories and tags to segment your resources blog content case studies and product pages
bull Tailor your calls to action to each persona
WWWWOWCONSULTINGCOUK| 0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
In summaryBuyer personas provide deep insights that allow you to align your targeting segmentation messaging and sales enablement strategies and deliver a personalised experience that drives more engagement and wins your buyerrsquos trust and business
WWWWOWCONSULTINGCOUK| 0208 257 3592
ResourcesThe 5 Rings Of Buyer Engagement wwwbuyerpersonascom
Free Buyer Persona Templatehttpinboundwowconsultingcoukhow-to-create-buyer-personas-free-template
In-house workshopsjanwilliswowconsultingcouk0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
- Why Buyer Personas Arenrsquot Just For Sales Jan Willis janwillis
- Slide 2
- Slide 3
- Slide 4
- Slide 5
- Slide 6
- Slide 7
- Slide 8
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What Buyer Personas Tell Usbull Which type of buyer will respond to lead
gen campaignsbull What to include in messaging strategy and
marketing contentbull Where to prioritise marketing investmentsbull When sales people and campaigns can
engage qualified buyersbull How to focus creative and marketing efforts
to impact buyerrsquos choicesWWWWOWCONSULTINGCOUK| 0208 257 3592
A useful buyer persona tells you things you
donrsquot already know It canrsquot be built using
existing data or surveys
WWWWOWCONSULTINGCOUK| 0208 257 3592
5 Rings of Buyer Insight
bull Why some buyers make your solution category a strategy priority and others choose the status quo
bull What pain points buyers are looking to eliminate and improvements they expect to see and how
bull What criteria buyers use to evaluate solutions and make a purchasing decision and why
bull Why some buyers would not perceive your company or solution as their best option
bull Which buyers are involved in the decision and what resources they trust to guide their decision
WWWWOWCONSULTINGCOUK| 0208 257 3592
Your Buyersrsquo Authentic Voice
The difference between knowing exactly where to go when you walk into a store and wandering down a dozen aisles that donrsquot interest you before you find what you need
Persona Based Web Design
WWWWOWCONSULTINGCOUK| 0208 257 3592
Shows customers we understand them and allows us to deliver a better more personalised experience
WWWWOWCONSULTINGCOUK| 0208 257 3592
How To Do Itbull Allow visitors to self-identify and choose their
adventurebull Create a customised page for each persona with
targeted messaging language and content as well as links to other targeted content offers products
bull Create targeted landing pages and content offers that cater to their specific needs problems and interests with industry or persona specific examples
bull Use categories and tags to segment your resources blog content case studies and product pages
bull Tailor your calls to action to each persona
WWWWOWCONSULTINGCOUK| 0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
In summaryBuyer personas provide deep insights that allow you to align your targeting segmentation messaging and sales enablement strategies and deliver a personalised experience that drives more engagement and wins your buyerrsquos trust and business
WWWWOWCONSULTINGCOUK| 0208 257 3592
ResourcesThe 5 Rings Of Buyer Engagement wwwbuyerpersonascom
Free Buyer Persona Templatehttpinboundwowconsultingcoukhow-to-create-buyer-personas-free-template
In-house workshopsjanwilliswowconsultingcouk0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
- Why Buyer Personas Arenrsquot Just For Sales Jan Willis janwillis
- Slide 2
- Slide 3
- Slide 4
- Slide 5
- Slide 6
- Slide 7
- Slide 8
- Slide 9
- Slide 10
- Slide 11
- Slide 12
- Slide 13
- Slide 14
- Slide 15
- Slide 16
- Slide 17
- Slide 18
- Slide 19
- Slide 20
- Slide 21
-
A useful buyer persona tells you things you
donrsquot already know It canrsquot be built using
existing data or surveys
WWWWOWCONSULTINGCOUK| 0208 257 3592
5 Rings of Buyer Insight
bull Why some buyers make your solution category a strategy priority and others choose the status quo
bull What pain points buyers are looking to eliminate and improvements they expect to see and how
bull What criteria buyers use to evaluate solutions and make a purchasing decision and why
bull Why some buyers would not perceive your company or solution as their best option
bull Which buyers are involved in the decision and what resources they trust to guide their decision
WWWWOWCONSULTINGCOUK| 0208 257 3592
Your Buyersrsquo Authentic Voice
The difference between knowing exactly where to go when you walk into a store and wandering down a dozen aisles that donrsquot interest you before you find what you need
Persona Based Web Design
WWWWOWCONSULTINGCOUK| 0208 257 3592
Shows customers we understand them and allows us to deliver a better more personalised experience
WWWWOWCONSULTINGCOUK| 0208 257 3592
How To Do Itbull Allow visitors to self-identify and choose their
adventurebull Create a customised page for each persona with
targeted messaging language and content as well as links to other targeted content offers products
bull Create targeted landing pages and content offers that cater to their specific needs problems and interests with industry or persona specific examples
bull Use categories and tags to segment your resources blog content case studies and product pages
bull Tailor your calls to action to each persona
WWWWOWCONSULTINGCOUK| 0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
In summaryBuyer personas provide deep insights that allow you to align your targeting segmentation messaging and sales enablement strategies and deliver a personalised experience that drives more engagement and wins your buyerrsquos trust and business
WWWWOWCONSULTINGCOUK| 0208 257 3592
ResourcesThe 5 Rings Of Buyer Engagement wwwbuyerpersonascom
Free Buyer Persona Templatehttpinboundwowconsultingcoukhow-to-create-buyer-personas-free-template
In-house workshopsjanwilliswowconsultingcouk0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
- Why Buyer Personas Arenrsquot Just For Sales Jan Willis janwillis
- Slide 2
- Slide 3
- Slide 4
- Slide 5
- Slide 6
- Slide 7
- Slide 8
- Slide 9
- Slide 10
- Slide 11
- Slide 12
- Slide 13
- Slide 14
- Slide 15
- Slide 16
- Slide 17
- Slide 18
- Slide 19
- Slide 20
- Slide 21
-
WWWWOWCONSULTINGCOUK| 0208 257 3592
5 Rings of Buyer Insight
bull Why some buyers make your solution category a strategy priority and others choose the status quo
bull What pain points buyers are looking to eliminate and improvements they expect to see and how
bull What criteria buyers use to evaluate solutions and make a purchasing decision and why
bull Why some buyers would not perceive your company or solution as their best option
bull Which buyers are involved in the decision and what resources they trust to guide their decision
WWWWOWCONSULTINGCOUK| 0208 257 3592
Your Buyersrsquo Authentic Voice
The difference between knowing exactly where to go when you walk into a store and wandering down a dozen aisles that donrsquot interest you before you find what you need
Persona Based Web Design
WWWWOWCONSULTINGCOUK| 0208 257 3592
Shows customers we understand them and allows us to deliver a better more personalised experience
WWWWOWCONSULTINGCOUK| 0208 257 3592
How To Do Itbull Allow visitors to self-identify and choose their
adventurebull Create a customised page for each persona with
targeted messaging language and content as well as links to other targeted content offers products
bull Create targeted landing pages and content offers that cater to their specific needs problems and interests with industry or persona specific examples
bull Use categories and tags to segment your resources blog content case studies and product pages
bull Tailor your calls to action to each persona
WWWWOWCONSULTINGCOUK| 0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
In summaryBuyer personas provide deep insights that allow you to align your targeting segmentation messaging and sales enablement strategies and deliver a personalised experience that drives more engagement and wins your buyerrsquos trust and business
WWWWOWCONSULTINGCOUK| 0208 257 3592
ResourcesThe 5 Rings Of Buyer Engagement wwwbuyerpersonascom
Free Buyer Persona Templatehttpinboundwowconsultingcoukhow-to-create-buyer-personas-free-template
In-house workshopsjanwilliswowconsultingcouk0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
- Why Buyer Personas Arenrsquot Just For Sales Jan Willis janwillis
- Slide 2
- Slide 3
- Slide 4
- Slide 5
- Slide 6
- Slide 7
- Slide 8
- Slide 9
- Slide 10
- Slide 11
- Slide 12
- Slide 13
- Slide 14
- Slide 15
- Slide 16
- Slide 17
- Slide 18
- Slide 19
- Slide 20
- Slide 21
-
5 Rings of Buyer Insight
bull Why some buyers make your solution category a strategy priority and others choose the status quo
bull What pain points buyers are looking to eliminate and improvements they expect to see and how
bull What criteria buyers use to evaluate solutions and make a purchasing decision and why
bull Why some buyers would not perceive your company or solution as their best option
bull Which buyers are involved in the decision and what resources they trust to guide their decision
WWWWOWCONSULTINGCOUK| 0208 257 3592
Your Buyersrsquo Authentic Voice
The difference between knowing exactly where to go when you walk into a store and wandering down a dozen aisles that donrsquot interest you before you find what you need
Persona Based Web Design
WWWWOWCONSULTINGCOUK| 0208 257 3592
Shows customers we understand them and allows us to deliver a better more personalised experience
WWWWOWCONSULTINGCOUK| 0208 257 3592
How To Do Itbull Allow visitors to self-identify and choose their
adventurebull Create a customised page for each persona with
targeted messaging language and content as well as links to other targeted content offers products
bull Create targeted landing pages and content offers that cater to their specific needs problems and interests with industry or persona specific examples
bull Use categories and tags to segment your resources blog content case studies and product pages
bull Tailor your calls to action to each persona
WWWWOWCONSULTINGCOUK| 0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
In summaryBuyer personas provide deep insights that allow you to align your targeting segmentation messaging and sales enablement strategies and deliver a personalised experience that drives more engagement and wins your buyerrsquos trust and business
WWWWOWCONSULTINGCOUK| 0208 257 3592
ResourcesThe 5 Rings Of Buyer Engagement wwwbuyerpersonascom
Free Buyer Persona Templatehttpinboundwowconsultingcoukhow-to-create-buyer-personas-free-template
In-house workshopsjanwilliswowconsultingcouk0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
- Why Buyer Personas Arenrsquot Just For Sales Jan Willis janwillis
- Slide 2
- Slide 3
- Slide 4
- Slide 5
- Slide 6
- Slide 7
- Slide 8
- Slide 9
- Slide 10
- Slide 11
- Slide 12
- Slide 13
- Slide 14
- Slide 15
- Slide 16
- Slide 17
- Slide 18
- Slide 19
- Slide 20
- Slide 21
-
Your Buyersrsquo Authentic Voice
The difference between knowing exactly where to go when you walk into a store and wandering down a dozen aisles that donrsquot interest you before you find what you need
Persona Based Web Design
WWWWOWCONSULTINGCOUK| 0208 257 3592
Shows customers we understand them and allows us to deliver a better more personalised experience
WWWWOWCONSULTINGCOUK| 0208 257 3592
How To Do Itbull Allow visitors to self-identify and choose their
adventurebull Create a customised page for each persona with
targeted messaging language and content as well as links to other targeted content offers products
bull Create targeted landing pages and content offers that cater to their specific needs problems and interests with industry or persona specific examples
bull Use categories and tags to segment your resources blog content case studies and product pages
bull Tailor your calls to action to each persona
WWWWOWCONSULTINGCOUK| 0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
In summaryBuyer personas provide deep insights that allow you to align your targeting segmentation messaging and sales enablement strategies and deliver a personalised experience that drives more engagement and wins your buyerrsquos trust and business
WWWWOWCONSULTINGCOUK| 0208 257 3592
ResourcesThe 5 Rings Of Buyer Engagement wwwbuyerpersonascom
Free Buyer Persona Templatehttpinboundwowconsultingcoukhow-to-create-buyer-personas-free-template
In-house workshopsjanwilliswowconsultingcouk0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
- Why Buyer Personas Arenrsquot Just For Sales Jan Willis janwillis
- Slide 2
- Slide 3
- Slide 4
- Slide 5
- Slide 6
- Slide 7
- Slide 8
- Slide 9
- Slide 10
- Slide 11
- Slide 12
- Slide 13
- Slide 14
- Slide 15
- Slide 16
- Slide 17
- Slide 18
- Slide 19
- Slide 20
- Slide 21
-
The difference between knowing exactly where to go when you walk into a store and wandering down a dozen aisles that donrsquot interest you before you find what you need
Persona Based Web Design
WWWWOWCONSULTINGCOUK| 0208 257 3592
Shows customers we understand them and allows us to deliver a better more personalised experience
WWWWOWCONSULTINGCOUK| 0208 257 3592
How To Do Itbull Allow visitors to self-identify and choose their
adventurebull Create a customised page for each persona with
targeted messaging language and content as well as links to other targeted content offers products
bull Create targeted landing pages and content offers that cater to their specific needs problems and interests with industry or persona specific examples
bull Use categories and tags to segment your resources blog content case studies and product pages
bull Tailor your calls to action to each persona
WWWWOWCONSULTINGCOUK| 0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
In summaryBuyer personas provide deep insights that allow you to align your targeting segmentation messaging and sales enablement strategies and deliver a personalised experience that drives more engagement and wins your buyerrsquos trust and business
WWWWOWCONSULTINGCOUK| 0208 257 3592
ResourcesThe 5 Rings Of Buyer Engagement wwwbuyerpersonascom
Free Buyer Persona Templatehttpinboundwowconsultingcoukhow-to-create-buyer-personas-free-template
In-house workshopsjanwilliswowconsultingcouk0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
- Why Buyer Personas Arenrsquot Just For Sales Jan Willis janwillis
- Slide 2
- Slide 3
- Slide 4
- Slide 5
- Slide 6
- Slide 7
- Slide 8
- Slide 9
- Slide 10
- Slide 11
- Slide 12
- Slide 13
- Slide 14
- Slide 15
- Slide 16
- Slide 17
- Slide 18
- Slide 19
- Slide 20
- Slide 21
-
Shows customers we understand them and allows us to deliver a better more personalised experience
WWWWOWCONSULTINGCOUK| 0208 257 3592
How To Do Itbull Allow visitors to self-identify and choose their
adventurebull Create a customised page for each persona with
targeted messaging language and content as well as links to other targeted content offers products
bull Create targeted landing pages and content offers that cater to their specific needs problems and interests with industry or persona specific examples
bull Use categories and tags to segment your resources blog content case studies and product pages
bull Tailor your calls to action to each persona
WWWWOWCONSULTINGCOUK| 0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
In summaryBuyer personas provide deep insights that allow you to align your targeting segmentation messaging and sales enablement strategies and deliver a personalised experience that drives more engagement and wins your buyerrsquos trust and business
WWWWOWCONSULTINGCOUK| 0208 257 3592
ResourcesThe 5 Rings Of Buyer Engagement wwwbuyerpersonascom
Free Buyer Persona Templatehttpinboundwowconsultingcoukhow-to-create-buyer-personas-free-template
In-house workshopsjanwilliswowconsultingcouk0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
- Why Buyer Personas Arenrsquot Just For Sales Jan Willis janwillis
- Slide 2
- Slide 3
- Slide 4
- Slide 5
- Slide 6
- Slide 7
- Slide 8
- Slide 9
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- Slide 19
- Slide 20
- Slide 21
-
How To Do Itbull Allow visitors to self-identify and choose their
adventurebull Create a customised page for each persona with
targeted messaging language and content as well as links to other targeted content offers products
bull Create targeted landing pages and content offers that cater to their specific needs problems and interests with industry or persona specific examples
bull Use categories and tags to segment your resources blog content case studies and product pages
bull Tailor your calls to action to each persona
WWWWOWCONSULTINGCOUK| 0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
In summaryBuyer personas provide deep insights that allow you to align your targeting segmentation messaging and sales enablement strategies and deliver a personalised experience that drives more engagement and wins your buyerrsquos trust and business
WWWWOWCONSULTINGCOUK| 0208 257 3592
ResourcesThe 5 Rings Of Buyer Engagement wwwbuyerpersonascom
Free Buyer Persona Templatehttpinboundwowconsultingcoukhow-to-create-buyer-personas-free-template
In-house workshopsjanwilliswowconsultingcouk0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
- Why Buyer Personas Arenrsquot Just For Sales Jan Willis janwillis
- Slide 2
- Slide 3
- Slide 4
- Slide 5
- Slide 6
- Slide 7
- Slide 8
- Slide 9
- Slide 10
- Slide 11
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WWWWOWCONSULTINGCOUK| 0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
In summaryBuyer personas provide deep insights that allow you to align your targeting segmentation messaging and sales enablement strategies and deliver a personalised experience that drives more engagement and wins your buyerrsquos trust and business
WWWWOWCONSULTINGCOUK| 0208 257 3592
ResourcesThe 5 Rings Of Buyer Engagement wwwbuyerpersonascom
Free Buyer Persona Templatehttpinboundwowconsultingcoukhow-to-create-buyer-personas-free-template
In-house workshopsjanwilliswowconsultingcouk0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
- Why Buyer Personas Arenrsquot Just For Sales Jan Willis janwillis
- Slide 2
- Slide 3
- Slide 4
- Slide 5
- Slide 6
- Slide 7
- Slide 8
- Slide 9
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WWWWOWCONSULTINGCOUK| 0208 257 3592
In summaryBuyer personas provide deep insights that allow you to align your targeting segmentation messaging and sales enablement strategies and deliver a personalised experience that drives more engagement and wins your buyerrsquos trust and business
WWWWOWCONSULTINGCOUK| 0208 257 3592
ResourcesThe 5 Rings Of Buyer Engagement wwwbuyerpersonascom
Free Buyer Persona Templatehttpinboundwowconsultingcoukhow-to-create-buyer-personas-free-template
In-house workshopsjanwilliswowconsultingcouk0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
- Why Buyer Personas Arenrsquot Just For Sales Jan Willis janwillis
- Slide 2
- Slide 3
- Slide 4
- Slide 5
- Slide 6
- Slide 7
- Slide 8
- Slide 9
- Slide 10
- Slide 11
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- Slide 19
- Slide 20
- Slide 21
-
In summaryBuyer personas provide deep insights that allow you to align your targeting segmentation messaging and sales enablement strategies and deliver a personalised experience that drives more engagement and wins your buyerrsquos trust and business
WWWWOWCONSULTINGCOUK| 0208 257 3592
ResourcesThe 5 Rings Of Buyer Engagement wwwbuyerpersonascom
Free Buyer Persona Templatehttpinboundwowconsultingcoukhow-to-create-buyer-personas-free-template
In-house workshopsjanwilliswowconsultingcouk0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
- Why Buyer Personas Arenrsquot Just For Sales Jan Willis janwillis
- Slide 2
- Slide 3
- Slide 4
- Slide 5
- Slide 6
- Slide 7
- Slide 8
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- Slide 20
- Slide 21
-
ResourcesThe 5 Rings Of Buyer Engagement wwwbuyerpersonascom
Free Buyer Persona Templatehttpinboundwowconsultingcoukhow-to-create-buyer-personas-free-template
In-house workshopsjanwilliswowconsultingcouk0208 257 3592
WWWWOWCONSULTINGCOUK| 0208 257 3592
- Why Buyer Personas Arenrsquot Just For Sales Jan Willis janwillis
- Slide 2
- Slide 3
- Slide 4
- Slide 5
- Slide 6
- Slide 7
- Slide 8
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