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Hi, I’m Mark
Hi, I’m Mark
I’m a Fractional CMO for
B2B and SaaS Companies
I’m good at brand positioning,
strategic planning, and overseeing
tactical execution….
But what I really do is help
companies make the right
marketing decisions.
And here’s the thing: the right
marketing decisions are driven
by…..
Knowing Your Customers
Business 101, Right?
Sadly, this is far from reality.
Too many companies don’t know
their customers.
They take their customers for
granted.
Let’s Change That
Disclaimer:
The customer isn’t always right
How many buyer personas have
you created?
1, 2, 3, 4?
What are buyer personas?
A semi-fictional
representation of
your ideal customer
based on market
research and real
data about your
existing customers.
The people
who really
matter.
Why Do Buyer Personas Matter?
What Buyer Personas Matter
• Intelligence about your
customers, their problems,
goals, and how they make
purchases.
What Buyer Personas Matter
• Intelligence about your
customers, their problems,
goals, and how they make
purchases.
• More focused and effective
sales and marketing
What Buyer Personas Matter
• Intelligence about your
customers, their problems,
goals, and how they make
purchases.
• More focused and effective
sales and marketing.
• Ensures that everyone is
focused on who matters and
why.
What Buyer Personas Matter
• Intelligence about your
customers, their problems,
goals, and how they make
purchases.
• More focused and effective
sales and marketing.
• Ensures that everyone is
focused on who matters and
why.
• Propels better brand
storytelling.
The decision maker
The influencer
The researcher The gatekeeper
How Many Buyer Personas?
What Does a Buyer Persona Look
Like?
Short and sweet.
Personal and professional details
A poster on an office wall…..
How to Create Buyer Personas
WHO’S YOUR
IDEAL CUSTOMER?
Mary-Lou Sanchez
x
32
VP, Marketing
Not enough leads, campaigns aren’t performing,
new competitors winning deals.
An influx of real leads, not just MQLs. A job
with a company with bigger marketing budget
Leads that sales loves. Revenue growth
WHO’S YOUR
IDEAL CUSTOMER?
30-second exercise
Buyer Persona Tools
Identify The People Who Matter
Get out of the building
Test a hypothesis
Break your
assumptions (and
biases)
Gather insight and
intelligence
Ask the Right Questions
Talk to Them
Face to face interviews
Call Them
Phone Them
Wine and dine ‘em
Listen to Your Them
Net Promoter Scores
Surveys
User Testing
Drill Into Your Leads
Onboarding New Customers
Questions?
mark@marketingspark.co
416-669-7028
linkedin.com/in/markev/

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How to Create Buyer Personas and Do Customer Discovery

Notas do Editor

  1. It’s a roadmap for success. It’s provide guidance so marketing happens in a structured way. It establishes goals and articulates what you’re doing.
  2. It’s a roadmap for success. It’s provide guidance so marketing happens in a structured way. It establishes goals and articulates what you’re doing.
  3. It’s a roadmap for success. It’s provide guidance so marketing happens in a structured way. It establishes goals and articulates what you’re doing.
  4. It’s a roadmap for success. It’s provide guidance so marketing happens in a structured way. It establishes goals and articulates what you’re doing.
  5. It’s a roadmap for success. It’s provide guidance so marketing happens in a structured way. It establishes goals and articulates what you’re doing.
  6. Let’s start with a simple question: how many of you have created buyer personas? Let a comment in the chat. If you haven’t created a buyer persona, hopefully I’ll convince you today about what they matter.
  7. Before we started, a quick poll: how many people have actually created buyer personas? I would hazard to guess that many companies don’t have buyer personas. It begs the question: how does an organization make sure it has a crystal clear picture of its customers. Where does that information exist?
  8. Before we started, a quick poll: how many people have actually created buyer personas? I would hazard to guess that many companies don’t have buyer personas. It begs the question: how does an organization make sure it has a crystal clear picture of its customers. Where does that information exist?
  9. There are dozens of ways to define a buyer persona but here’s a good one from HubSpot:
  10. In simple terms, a buyer persona is……
  11. Why do buyer personas matter? Let’s look at four different reasons why you need buyer personas as part of the mix.
  12. Personallly, I would start with two or three buyer personas to identify your key customers. But you can have many different types of customers and many buyer personas. As well, buyer personas can include Influencers, Detractors, Analysts
  13. Tools: Persona App HubSpot
  14. Awareness, consideration, decision
  15. Awareness, consideration, decision
  16. Talk to your customers, prospects, ex-customers.
  17. Talk to your customers, prospects, ex-customers.