Whoever understands the customer best wins! To win, you must first know who you are selling to. This course teaches you how to build powerful "buyer personas" for business-to-business (B2B) markets.
Personas are much more than job descriptions. Saying, "we're going after CIOs of the Fortune 500" is not a persona, nor is it a marketing strategy. That's only the tip of the iceberg. Success requires that marketers and product managers know the target buyer so well that they can actually empathize with them. That's the secret to forming a connection that will resonate in your product development plans and your go-to-market activities. And this same method can be used to create other types of personas, such as technology personas or other types of influencers.
No market research budget required!
"I don't have a market research budget. So, how am I supposed to create a persona?" I get asked this a lot! Of course, if you have one, or access to any relevant and timely market research, you absolutely want to use it. But, for the rest of us who don't have deep market research pockets, the good news is that YOU DON'T NEED ONE to build your first draft persona. I'm willing to bet that inside your head and deep in the recesses of your colleagues' minds, you already know enough information to make a worthy persona hypothesis. You just need to pull it together and document it. Consider this: you are (probably) already executing product designs or marketing programs. If you don't have an "official" persona written down, by default you are acting on a set of assumptions that take the place of a formal, documented persona. Unfortunately, those assumptions may be wrong or even dangerous. You can only do better taking time to think through your persona. In fact, you can dramatically improve the odds of your product and market success by formalizing your thought process.
This course walks you through 10 steps to building a persona.
I have 28 years of hi-tech marketing experience, and I usually found myself in the hot seat of needing to create or update my target segmentation model and personas without having access to any market research. Oh, and I needed to draft this by Tuesday! Of all the persona templates available on the Internet, I like this one the best because it is the only one that is designed for B2B purposes that captures the 3 must-have, critical components. In this course, I reveal all of my persona secrets and best practices!
Whether you work for an established enterprise company or the newest startup, this persona methodology will work for you!
This course contains:
- Approximately 2 hours of video lectures.
- Detailed description of my 10-step persona building process.
- Download my persona template and learn about the 3 most critical components.
- Examples of real personas created by real marketers in B2B companies.
- Quizzes to test your knowledge.
- Answers to frequently asked questions.
- And more!
