We use these slides to introduce marketers to buyer personas that emphasize buying insights, which are the most actionable part of a buyer persona. This deck explains the 5 Rings of Buying Insight, the unique interview methodology that is needed to discover these insights, and the way buying insights are used to define the content of your message, marketing content, and sales training. If you would like to hear Adele Revella present these slides, contact us through our website at www.buyerpersona.com.

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Buyer Personas Reveal Insight
Adele Revella
CEO & Founder

2. 2©2015 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED.
Buyer personas reveal insights about how,
when and why
a buyer makes the decision
you want to influence.

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Five insights into a buying decision …
Priority Initiative Who triggers the search and why
Targeting and messaging for demand
generation campaigns
SO YOU CAN CHOOSEBUYERS TELL US
Success Factors
What outcomes buyers expect , in
their own words
The benefits you will emphasize to
position your solution as an exact fit
Perceived Barriers
Why this buyer wouldn’t make this
decision or choose you
What you will say and do to overcome
barriers to consideration or purchase
Decision Criteria
Which capabilities or attributes this
buyer evaluates
How you will give buyers the useful
information that helps them decide
Buyers Journey
Which buyers are involved and how
they weigh options to choose one
How and when you will deliver your
message and to which audiences

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You will hear your buyer’s story
Take me back to the day when you first
started looking for a ________ solution.
What happened?
“
,,

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The buyer’s first answer
is the one you already know.

7. Listen to your buyer’s words …
Of course it's easy to use.
Everyone's saying theirs is easy to
use. So It is a major criteria for
me to see which one allows me
to get to my goal before I have to
consult help or call anybody. If it's
easy to use, then I should be able
to figure it out.
“
,,
©2015 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED.

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Choosing content strategy and message
Core Message
Strategy
Filter / rank based on
competitive differentiation
+ importance to buyers
What
buyers
want to
hear
What
you
want to
say
Content
Strategy

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After:
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Before:
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Persona-based messaging example

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Aligning your sales and marketing efforts
What Buyers say
about competitive
strengths
Who wants to meet
and how to get
that meeting
How campaigns,
sales tools target all
of the above
Positives to
emphasize,
objections to
overcome

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