Understanding Buyers Personas
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This document outlines a training program by HubSpot aimed at marketing agencies, focusing on the creation and use of buyer personas to attract and acquire ideal clients. It explains the HubSpot Value Added Reseller program, the definition and utility of personas, and includes a case study illustrating the development of personas. The training emphasizes aligning marketing strategies with customer needs and prioritizing user-centered approaches in marketing efforts.
Understanding Buyers Personas
- 1. Using Buyers’ Personas:Attract, Convert and Acquire Ideal ClientsMarketing Agency Training ProgramOctober 2010Peter Caputa IVPartner Program ManagerTwitter: @[email protected]
- 2. AgendaWhat’s HubSpot & Value Added Reseller Program?What is a PersonaWhy Are Personas UsefulHow to Develop Personas of Your OwnCase Study: The HubSpotPersonasDeveloping a Service OfferingGetting Help
- 3. What’s HubSpot?Inbound marketing software + trainingOver 3,000 customers in 3 years180+ 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 customerAdditional benefits for VARs who bring on 3+ customers and maintain high customer success rates. 4A Group that Wants to Change How the World Does Marketing!
- 5. AgendaWhat’s HubSpot & Value Added Reseller Program?What is a PersonaWhy Are Personas UsefulHow to Develop Personas of Your OwnCase 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/customersGenerally a representation of your real users/customersIncludes everything from their needs, motivations, concerns and goals – anything that influences how they think about you or your productYou can have more then one user/customer persona for your company8
- 9. When Should You “Channel” Your Persona? Developing marketing strategies Having direction for content creationChanging & building productsDesigning your website Creating marketing resources/materialsDoing keyword research and on page SEOTargeting social media activities Figuring out positioning statements & how to address pain pointsBuilding compelling offers and landing pagesDetermining sales processes And more! 9
- 10. AgendaWhat’s HubSpot & Value Added Reseller Program?What is a PersonaWhy Are Personas UsefulHow to Develop Personas of Your OwnCase Study: The HubSpotPersonasDeveloping a Service OfferingGetting Help
- 11. Help to: Keep Everything AlignedEveryone needs to be marching to the same beat (persona)!11
- 12. Help to: Determine What is a PriorityIt’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 CustomerDon’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 WithIt’s easier to identify with a PERSON then it is with just an IDEA/CONCEPT14
- 15. AgendaWhat’s HubSpot & Value Added Resellers Program?What is a PersonaWhy Are Personas UsefulHow to Develop Personas of Your OwnCase Study: The HubSpotPersonasDeveloping a Service OfferingGetting Help
- 16. Step One: Brainstorm Who Your Customers Are16
- 17. Step Two: Group Together Similar Personas17
- 18. Step Three: Prioritize Who Matters The Most18
- 19. Step Four: Create Each Persona – Get Detailed!19
- 20. AgendaWhat’s HubSpot & Value Added Reseller Program?What is a PersonaWhy Are Personas UsefulHow to Develop Personas of Your OwnCase Study: The HubSpot PersonasDeveloping a Service OfferingGetting Help
- 21. Meet Mary and Ollie!21
- 22. All About Mary!Work Life: Title: “Director/VP of Marketing/MarcomExpert at “outbound marketing”, 15+ years experienceSkilled at PR and brandingUses the web for:Photo sharing of kids photos with friendsEmailing (Outlook and Hotmail, not Gmail)Research/news via web and email (not RSS)Personal:42 years old, married, 2 kids ages 10 and 6Enjoys travel, drives an SUV, likes her iPod NanoWears “business casual” from Banana Republic and Ann TaylorHubSpotWants to learn “inbound marketing”Needs her life to be easier, wants tools that help her Doesn’t like to tinker or “Beta” productsNeeds reports for her CEO 22
- 23. Who Is Ollie?Work Life: Owner of a SMB (1-20 people) with 0-5M revenuesDoes not have a dedicated marketing personUsed to having to do it allMaybe has a very basic sitePersonal:45 years old, married for a very long time, older kidsEnjoys Sunday football, grilling outside“Master of His Domain”Blunt, no nonsense and self confidentLikes to do it his wayHubSpotDoesn’t necessarily want to know how to do inbound marketingUsed to having people “pitch” himPossibly has been taken advantage of by a web “guru”23
- 24. How We Use Personas: Sales AnglesQuestions to Ask MaryHow 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 OllieHow 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 FeaturesFeatures that Appeal to MaryBlog Analytics Email Marketing TemplatesSources HubSpot Integration with SalesforceLead IntelligenceLead SegmentationAnd more…Features that Appeal to OllieCMSLanding Page wizard Call to Action creation Closed Loop Lead TrackingPage GraderSocial Media IntegrationAnd more…25
- 26. How We Use Personas: Marketing Collateral Collateral for MaryCase Study for Mary: Healthcare solutions company saves from PPC Spending with HubSpotWebinar for Mary: How to improve your sales and marketing alignmentBlog Article for Mary: 3 ways Facebook’s pending page changes affect marketersCollateral for OllieCase Study for Ollie: Day spa quadruples traffic & Generates 200 leads with HubSpotWebinar for Ollie: Marketing in a recession Blog Article for Ollie: How to create a successful business blog in minutes26
- 27. Your “Homework” : Did You Guess Correctly??27
- 28. AgendaWhat’s HubSpot & Value Added Resellers Program?What is a PersonaWhy Are Personas UsefulHow to Develop Personas of Your OwnCase Study: The HubSpot PersonasDeveloping a Service OfferingGetting Help
- 29. Develop a Service Offering Example: http://www.admarco.net/buyer-persona
- 30. AgendaWhat’s HubSpot & Value Added Resellers Program?What is a PersonaWhy Are Personas UsefulHow to Develop Personas of Your OwnCase Study: The HubSpot PersonasDeveloping a Service OfferingGetting 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/7bENSGives 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-requestApply for Sales Development Program: http://www.hubspot.com/partners/marketing-agency-sales-development-program/
- 34. List of Upcoming Classes/Link to Recordings34http://www.hubspot.com/partners/training-program/classes
- 35. Weekly Email about Upcoming Classes - Thursday35
- 36. Live Webinar: Every Tuesday @ 1PM EST36Additional Webinars SOMETIMES on Thursday at 2PM EST
- 37. Register for Weekly Class(es) to Get Login37
- 38. Some Homework & Recorded Stuff Too…38Download: http://www.hubspot.com/partner-program--inbound-marketing-calculator
Editor's Notes
- #3: Here’s an overview of what we’re going to talk about today.
- #6: Here’s an overview of what we’re going to talk about today.
- #9: http://www.flickr.com/photos/lumaxart/2136954479/in/set-72157603545124242/#/
- #11: Here’s an overview of what we’re going to talk about today.
- #12: 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
- #13: 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
- #14: http://www.flickr.com/photos/desiitaly/2062338340/sizes/o/
- #15: 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?!”
- #16: Here’s an overview of what we’re going to talk about today.
- #17: http://www.flickr.com/photos/jakecaptive/49915119/sizes/l/Make a list, there are no bad ideas – just general ideas.- Cross functional team
- #18: 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.
- #19: http://www.flickr.com/photos/jakuza/3578548023/sizes/o/Figure out who is that most important person
- #20: 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
- #21: Here’s an overview of what we’re going to talk about today.
- #22: http://www.flickr.com/photos/drbeachvacation/3544870346/sizes/l/in/photostream/ and http://www.flickr.com/photos/drbeachvacation/3544870346/sizes/l/in/photostream/
- #29: Here’s an overview of what we’re going to talk about today.
- #30: Here’s an overview of what we’re going to talk about today.
- #31: Here’s an overview of what we’re going to talk about today.
- #32: 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
- #33: 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.
- #34: 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
- #35: - Weekly email on Thursdays w/ all of the live webinars you need to register, other homework you should complete.
- #36: - Weekly email on Thursdays w/ all of the live webinars you need to register, other homework you should complete.
- #37: - A page on our website w/ a list of the live webinars. Click the links to register and get login info each week.
- #38: 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.
- #39: - 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.