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    How To Create Marketing Personas

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    Allen Compra
    This document outlines how to create and use marketing personas. It recommends creating profiles for personas that include details about their role, company, goals, challenges and interests. The profiles should be fictional but realistic. It also suggests researching personas by interviewing customers, analyzing customer data and listening to sales teams. The document then discusses how to integrate personas into content creation and website design.

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    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd

    How To Create Marketing Personas

    Uploaded by

    Allen Compra
    78 views55 pages
    This document outlines how to create and use marketing personas. It recommends creating profiles for personas that include details about their role, company, goals, challenges and interests. The profiles should be fictional but realistic. It also suggests researching personas by interviewing customers, analyzing customer data and listening to sales teams. The document then discusses how to integrate personas into content creation and website design.

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    How to Create Marketing Personas

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    This document outlines how to create and use marketing personas. It recommends creating profiles for personas that include details about their role, company, goals, challenges and interests. The profiles should be fictional but realistic. It also suggests researching personas by interviewing customers, analyzing customer data and listening to sales teams. The document then discusses how to integrate personas into content creation and website design.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    78 views55 pages

    How To Create Marketing Personas

    Uploaded by

    Allen Compra
    This document outlines how to create and use marketing personas. It recommends creating profiles for personas that include details about their role, company, goals, challenges and interests. The profiles should be fictional but realistic. It also suggests researching personas by interviewing customers, analyzing customer data and listening to sales teams. The document then discusses how to integrate personas into content creation and website design.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 55

    Use the Question Pane in the GoToWebinar Console to Ask Questions!

    We will be starting at 2pm EST. Please select your choice of audio: telephone or computer on your GotoWebinar console.

    Join the conversation on Twitter: #InboundLearning

    How to Most Effectively Use Your Marketing Personas

    1
    1

    Thur. 7/26 2pm EST

    Ellie Mirman Mark Kilens

    http://learning.hubspot.com/register

    How to Create & Use Marketing Personas


    7/19 How to create marketing personas
    7/26 How to most effectively use your marketing

    personas

    8/2 Reviewing Your Marketing Personas

    Mark Kilens
    @MarkKilens

    Ellie Mirman
    @ellieeille

    AGENDA

    1 2
    3 4

    Why we need to create marketing personas How to create marketing personas How to start using your marketing personas

    Webinar tasks

    WHY WE NEED TO CREATE MARKETING PERSONAS

    Personas are archetypes that describe the various goals and observed behavior patterns among your potential users and customers

    Not optional, very necessary

    Alignment across the organization

    Get the right type of traffic, leads & customers

    Where people spend their time

    Product development

    Help you relate to your customers

    Personas are not

    1 2
    3 4

    Specific real people Influenced by changes in technology Roles

    Target markets

    HOW TO CREATE MARKETING PERSONAS

    Create a Marketing Persona Profile


    Persona Name
    Professional Information Role (Titles, Responsibilities) Company Goals & Challenges Watering Holes
    Persona Photo Personal Background (Age, Family, Education, Shopping Preferences)

    Questions you need to answer

    Persona Profile Checklist


    Persona Detail Role Questions to Ask What is your job role? Your title? How is your job measured? What is a typical day? What skills are required? What knowledge and tools do you use? Who do you report to? Who reports to you? What industry or industries does your company work? What is the size of your company (revenue, employees)? What are you responsible for? What does it mean to be successful in your role? What are your biggest challenges? How do you learn about new information for your job? What publications or blogs do you read? What associations and social networks do you belong? Age, Family (married, children), Education How do you prefer to interact with vendors? (email, phone, in person) Do you use the internet to research vendors or products? If yes, how do you search for information?

    Company Goals Challenges Watering Holes

    Personal Background Shopping Preferences

    Role
    1. What is your job role? Your title?
    2. How is your job measured? 3. What is a typical day?

    4. What skills are required?


    5. What knowledge and tools do you use?

    6. Who do you report to? Who reports to you?

    Company
    1. What industry or industries does your company
    work? 2. What is the size of your company (revenue, employees)?

    Goals
    1. What are you responsible for?
    2. What does it mean to be successful in your role?

    Challenges
    1. What are your biggest challenges?

    Watering holes
    1. How do you learn about new information for your job?
    2. What publications or blogs do you read?

    3. What associations and social networks do you belong?

    Personal background

    1. Age
    2. Family (married, children) 3. Education

    Shopping preferences
    1. How do you prefer to interact with vendors? (email, phone, in person) 2. Do you use the internet to research vendors or

    products? If yes, how do you search for


    information?

    Principles of Persona Profiles

    1. Focus on Behaviors
    Marie spent 20 years working in the food industry and now serves as Director of Chain Delivery at Acme Food Services. She uses a computer but is a chef by trade and not so computer-savvy. A computer is just another tool for getting her administrative duties done.

    John is a recent graduate of Boston University and just started a job as a researcher at the Dana Farber Institute. Second to science, his passion is taking photos as he explores the city to capture and share unique views. He would not consider himself an artist but loves to pursue and invest in this hobby.

    2. Keep it Fictional but Realistic


    This:

    Marketing Mary VP, Director, or Manager of Marketing Small or Mid-Sized Company

    Not This:

    Kirsten Knipp Senior Marketing Director SolarWinds

    Sonya Pelia Social Media & SEM Thermo Fisher Scientific

    Bob Marsh General Manager Sales Contest Builder/ePrize

    3. A Pictures Worth 1,000 Words


    food, travel, hobbies

    family, clothing, car

    work space

    4. Tell Stories
    Audrey Miller
    62 year old Audrey is the mother of 2 children and grandmother of 5. She lives in her own home with her husband, John, and their 4 year old black lab, Lucy. Every morning she takes Lucy for a one hour walk around the nearby lake when the weather is nice. Audrey is a middle-class retiree living on a fixed income. Her mortgage is paid off and she has one credit card which she rarely uses. Shes been a customer of the same bank for 40 years and has never done any phone or online banking. She walks to the bank every Monday to withdraw cash for the week and pick up groceries at the next door shopping center.

    5. Focus on One (or a Few)


    Choose 1 Primary Persona Other Personas Are Secondary Consider Identifying Negative Personas

    5 Principles of Persona Profiles


    1. Focus on Behaviors 2. Keep it Fictional 3. Use Pictures 4. Tell Stories 5. Focus on One

    HOW TO RESEARCH YOUR MARKETING PERSONAS

    Form fields

    Interview customers

    Research your customers

    Lead intelligence

    Listen to sales

    Persona Development Worksheet

    GoodbyeCrutches Personas Tom Schwab

    Send us your marketing personas!

    Send your Persona Development Worksheet by 7/30 to:


    [email protected] Well review as many as we can on 8/2

    HOW TO START USING YOUR MARKETING PERSONAS

    Content creation

    Integrate with your website

    WEBINAR TASKS

    Webinar Tasks

    1 2

    Start researching your marketing personas Use the Persona Worksheet to outline your marketing personas
    Once created, share personas with the rest of the company to create alignment

    3
    4

    Send us your persona worksheet by 7/30 for a chance to get it reviewed live on 8/2

    QUESTIONS?

    HubSpot Resources
    1
    http://forums.hubspot.com http://help.hubspot.com
    Settings > Email Notification Settings

    2 3

    Want to Watch Previous Webinars?

    1
    2 3

    http://learning.hubspot.com/webinars/
    Watch webinar recordings Download webinar slides Download webinar resources

    THANK YOU.

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