Presented at ProductCamp Austin Summer 09, this presentation gives readers a taste of the power of personas to help an organization get behind marketing strategies that will work for the business... and stay on track.

1. BIGGER Online Marketing Budgets How Buyer Personas Justify Them Brian Massey, Conversion Scientist brian@conversionscientist.com 512.961.6604 @bmassey #pca09BOMB

2. What is the first Product a Company delivers to a prospect?

3. The Communication Product http://www.sxc.hu/profile/Beezus

4. Marketers Must Think Like Product Managers COMMUNO-LUX 2000 The BEST WAY to learn about our product!!!

5. Marketers’ have a completely different set of customers than does the product they are talking about.

6. Influencers http://www.sxc.hu/profile/ispap

7. Gatekeepers http://www.sxc.hu/profile/craiova

8. Approvers http://www.sxc.hu/profile/forwardcom

9. Personas: Meet Your Visitor

10. Introduce Your Visitors to Everyone Else

11. You only have 3 or 4 visitors coming from thousands of different places. Who are they? Why are they visiting? What information do they need to take action? How do they like to receive information?

12. For example…

13. University of Texas AT&T Conference Center

14. Persona: Penny Planner Penny is the Director of Conferences for a Mietex, a $400 million company located in Houston, Texas. She will directly influence $300,000 to $400,000 in convention center revenue over time. METHODICAL: Makes decisions slowly and logically. Needs a great deal of information to take action.

16. What Penny Needs Room Explorer: Create a series of pages that very logically guides her through the size, cost and layout of the rooms. Each feature should link to more detail. Use of pictures (high quality photography) is important. Focus on the comfort of her guests in describing features. Convention Explorer: Create a series of pages that very logically takes Penny through the site’s convention facilities. Focus on completeness of offering. What was done http://budurl.com/6s5t

17. 360⁰ Views of The Conference Center

18. Waiting for Your Cat to Bark?: Persuading Customers When They Ignore Marketing by Bryan Eisenberg, Jeffrey Eisenberg, Lisa T. Davis Always Be Testing: The Complete Guide to Google Website Optimizer by Bryan Eisenberg , John Quarto-vonTivadar The Conversion Scientist Blog: www.conversionscientist.com

19. Thank You PCA Sponsors!