Understanding Buyers Personas
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How to create and use buyer personas in order to effectively attract and convert ideal prospects into clients. Example buyer personas for marketing agencies. How marketing agencies can offer a service to clients to help them create buyer personas.
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Understanding Buyers Personas
- 1. Using Buyers’ Personas:Attract, Convert and Acquire Ideal Clients Marketing Agency Training Program October 2010 Peter Caputa IV Partner Program Manager Twitter: @pc4media pcaputa@hubspot.com
- 2. Agenda What’s HubSpot & Value Added Reseller Program? What is a Persona Why Are Personas Useful How to Develop Personas of Your Own Case Study: The HubSpotPersonas Developing a Service Offering Getting Help
- 3. What’s HubSpot? Inbound marketing software + training Over 3,000 customers in 3 years 180+ employees
- 4. Who are the HubSpot Value Added Resellers (VAR)? Group of 200+ marketing agencies and consultants who leverage HubSpot software to more effectively and efficiently provide value to their clients. Support for developing new services, building lead funnel, sales and customer support and assistance, ensuring customer ROI and success. Margin share of 20% on all deals for the life of the customer Additional benefits for VARs who bring on 3+ customers and maintain high customer success rates. 4 A Group that Wants to Change How the World Does Marketing!
- 5. Agenda What’s HubSpot & Value Added Reseller Program? What is a Persona Why Are Personas Useful How to Develop Personas of Your Own Case Study: The HubSpot Personas
- 7. Wikipedia’s Take on Personas…. 7
- 8. Okay, So What’s the Sixty Second Definition? A persona is a fictional character you create that represents your users/customers Generally a representation of your real users/customers Includes everything from their needs, motivations, concerns and goals – anything that influences how they think about you or your product You can have more then one user/customer persona for your company 8
- 9. When Should You “Channel” Your Persona? Developing marketing strategies Having direction for content creation Changing & building products Designing your website Creating marketing resources/materials Doing keyword research and on page SEO Targeting social media activities Figuring out positioning statements & how to address pain points Building compelling offers and landing pages Determining sales processes And more! 9
- 10. Agenda What’s HubSpot & Value Added Reseller Program? What is a Persona Why Are Personas Useful How to Develop Personas of Your Own Case Study: The HubSpotPersonas Developing a Service Offering Getting Help
- 11. Help to: Keep Everything Aligned Everyone needs to be marching to the same beat (persona)! 11
- 12. Help to: Determine What is a Priority It’s easy to start trying to please EVERYONE and in the process, meeting NO ONE’S needs and causing a traffic jam! 12
- 13. Help to: Keep the Focus on the Customer Don’t be self reflective, it’s not about what YOU want, it’s what your CUSTOMER wants! 13
- 14. Help to: Have a “Face” to Identify With It’s easier to identify with a PERSON then it is with just an IDEA/CONCEPT 14
- 15. Agenda What’s HubSpot & Value Added Resellers Program? What is a Persona Why Are Personas Useful How to Develop Personas of Your Own Case Study: The HubSpotPersonas Developing a Service Offering Getting Help
- 16. Step One: Brainstorm Who Your Customers Are 16
- 17. Step Two: Group Together Similar Personas 17
- 18. Step Three: Prioritize Who Matters The Most 18
- 19. Step Four: Create Each Persona – Get Detailed! 19
- 20. Agenda What’s HubSpot & Value Added Reseller Program? What is a Persona Why Are Personas Useful How to Develop Personas of Your Own Case Study: The HubSpot Personas Developing a Service Offering Getting Help
- 21. Meet Mary and Ollie! 21
- 22. All About Mary! Work Life: Title: “Director/VP of Marketing/Marcom Expert at “outbound marketing”, 15+ years experience Skilled at PR and branding Uses the web for: Photo sharing of kids photos with friends Emailing (Outlook and Hotmail, not Gmail) Research/news via web and email (not RSS) Personal: 42 years old, married, 2 kids ages 10 and 6 Enjoys travel, drives an SUV, likes her iPod Nano Wears “business casual” from Banana Republic and Ann Taylor HubSpot Wants to learn “inbound marketing” Needs her life to be easier, wants tools that help her Doesn’t like to tinker or “Beta” products Needs reports for her CEO 22
- 23. Who Is Ollie? Work Life: Owner of a SMB (1-20 people) with 0-5M revenues Does not have a dedicated marketing person Used to having to do it all Maybe has a very basic site Personal: 45 years old, married for a very long time, older kids Enjoys Sunday football, grilling outside “Master of His Domain” Blunt, no nonsense and self confident Likes to do it his way HubSpot Doesn’t necessarily want to know how to do inbound marketing Used to having people “pitch” him Possibly has been taken advantage of by a web “guru” 23
- 24. How We Use Personas: Sales Angles Questions to Ask Mary How do you know which of your marketing efforts are resulting in leads? How do you create reports for senior management? Would you like that to be easier? Did you know we have a lot of free resources for customers to teach them about inbound marketing? Questions to Ask Ollie How do you manage your website? Would it be easier if you could do it yourself? Do you get a lot of leads through your website? How do customers find you today? 24
- 25. How We Use Personas: Product Features Features that Appeal to Mary Blog Analytics Email Marketing Templates Sources HubSpot Integration with Salesforce Lead Intelligence Lead Segmentation And more… Features that Appeal to Ollie CMS Landing Page wizard Call to Action creation Closed Loop Lead Tracking Page Grader Social Media Integration And more… 25
- 26. How We Use Personas: Marketing Collateral Collateral for Mary Case Study for Mary: Healthcare solutions company saves from PPC Spending with HubSpot Webinar for Mary: How to improve your sales and marketing alignment Blog Article for Mary: 3 ways Facebook’s pending page changes affect marketers Collateral for Ollie Case Study for Ollie: Day spa quadruples traffic & Generates 200 leads with HubSpot Webinar for Ollie: Marketing in a recession Blog Article for Ollie: How to create a successful business blog in minutes 26
- 27. Your “Homework” : Did You Guess Correctly? ? 27
- 28. Agenda What’s HubSpot & Value Added Resellers Program? What is a Persona Why Are Personas Useful How to Develop Personas of Your Own Case Study: The HubSpot Personas Developing a Service Offering Getting Help
- 29. Develop a Service Offering Example: http://www.admarco.net/buyer-persona
- 30. Agenda What’s HubSpot & Value Added Resellers Program? What is a Persona Why Are Personas Useful How to Develop Personas of Your Own Case Study: The HubSpot Personas Developing a Service Offering Getting Help
- 31. How to Get Help…
- 32. Learn the Value of the HubSpotSoftware… As a Marketing agency or consultant, you have access to longer trials IF you are interested in becoming a HubSpot Partner/Value Added Reseller Start a 30 day free trial for your website. http://bit.ly/99SOv or client: http://bit.ly/7bENS Gives you access to http://success.hubspot.com
- 33. Ask for Help… Request a Consultation with a Senior Member of the HubSpot Team to discuss your skills, goals, etc: http://www.hubspot.com/partners/marketing-agency-consultation-request Apply for Sales Development Program: http://www.hubspot.com/partners/marketing-agency-sales-development-program/
- 34. List of Upcoming Classes/Link to Recordings 34 http://www.hubspot.com/partners/training-program/classes
- 35. Weekly Email about Upcoming Classes - Thursday 35
- 36. Live Webinar: Every Tuesday @ 1PM EST 36 Additional Webinars SOMETIMES on Thursday at 2PM EST
- 37. Register for Weekly Class(es) to Get Login 37
- 38. Some Homework & Recorded Stuff Too… 38 Download: http://www.hubspot.com/partner-program--inbound-marketing-calculator
Notas do Editor
- Here’s an overview of what we’re going to talk about today.
- Here’s an overview of what we’re going to talk about today.
- http://www.flickr.com/photos/lumaxart/2136954479/in/set-72157603545124242/#/
- Here’s an overview of what we’re going to talk about today.
- http://www.flickr.com/photos/8136496@N05/4235343121/Makes sure everyone is on the same page and working towards the same goal of targeting the same person
- http://www.flickr.com/photos/lingaraj/2415084235/sizes/l/You need to prioritize who is important to you. Yes, it’s great to appeal to a wide audience, but you still want to have your ideal target. If ONLY one type of person could come to your site, who would you want it to be? There has to be some type of lead that is better then others
- http://www.flickr.com/photos/desiitaly/2062338340/sizes/o/
- http://www.flickr.com/photos/rures/1659388475/sizes/z/in/photostream/If you just have a nebulous idea, it’s very easy to get lost. It’s much easier to picture a person and say “Does Ben Smith want this?!”
- Here’s an overview of what we’re going to talk about today.
- http://www.flickr.com/photos/jakecaptive/49915119/sizes/l/Make a list, there are no bad ideas – just general ideas.- Cross functional team
- http://www.flickr.com/photos/hanspoldoja/4098840001/sizes/l/Are there any that really are the same person? Or that overlap? Think about their needs, wants and how they view the world.
- http://www.flickr.com/photos/jakuza/3578548023/sizes/o/Figure out who is that most important person
- http://www.flickr.com/photos/peterhellberg/4625578444/- Now the fun part! Get really into the details. What do they drive? What are their dreams/aspirations? Do they have kids? Are they married? Etc- Have fun with it
- Here’s an overview of what we’re going to talk about today.
- http://www.flickr.com/photos/drbeachvacation/3544870346/sizes/l/in/photostream/ and http://www.flickr.com/photos/drbeachvacation/3544870346/sizes/l/in/photostream/
- Here’s an overview of what we’re going to talk about today.
- Here’s an overview of what we’re going to talk about today.
- Here’s an overview of what we’re going to talk about today.
- My team is 4 of our most senior team members. We’re adding 2 additional team members to the team next week. If you’d like to discuss how we can you help you, request a call.During this call, we typically talk about -The challenges that are holding you back from growth- Ways to increase client acquisition and retention rates- Ways to transition from project work to securing larger and longer retainers- Recruiting, training and managing employees and contractors successfully- Identifying service offerings that can provide additional value to your clients and growth potential for you- Ways to stay steps ahead of your competition in your knowledge of how to apply technology to marketing- Setting your inbound lead generation goals based on your sales and revenue goals
- Here are the links to start a free trial for yourself or a client. You can also go to http://www.hubspot.com/partners and complete the form to get access to these links. Please do not advertise the availability of these trials. Typically, we offer only a 7 day trial.
- My team is 4 of our most senior team members. We’re adding 2 additional team members to the team next week. If you’d like to discuss how we can you help you, request a call.During this call, we typically talk about -The challenges that are holding you back from growth- Ways to increase client acquisition and retention rates- Ways to transition from project work to securing larger and longer retainers- Recruiting, training and managing employees and contractors successfully- Identifying service offerings that can provide additional value to your clients and growth potential for you- Ways to stay steps ahead of your competition in your knowledge of how to apply technology to marketing- Setting your inbound lead generation goals based on your sales and revenue goals
- - Weekly email on Thursdays w/ all of the live webinars you need to register, other homework you should complete.
- - Weekly email on Thursdays w/ all of the live webinars you need to register, other homework you should complete.
- - A page on our website w/ a list of the live webinars. Click the links to register and get login info each week.
- You’ll need to regsiter each week for the classes. This is our way of checking attendance. People that attend regularly will get special attention and special perks.
- - Homework. For example, next week, we’ll be telling you to download the inbound marketing calculator and run through the numbers for your own business.