Presentation given by Avril Murphy of Hubspot at the Manchester HUG event focusing on:
1. Reviewing a buyer persona
2. Looking at Hubspots personas
3. Refreshing your personas
4. Rookie mistakes
Generative AI Master Class - Generative AI, Unleash Creative Opportunity - Pe...
The Importance & Power of Buyer Personas
1. THE IMPORTANCE & POWER OF
BUYER PERSONAS
REVIEW, REVISE, REFRESH
#ManchesterHUG
2. Avril Murphy
CUSTOMER SUCCESS MANAGER
HUBSPOT
I focus on…
• Helping startup companies grow
• Developing strategies for new companies
• Buyer Persona development
#ManchesterHUG
3. WHAT WE WILL COVER….
1 REVIEW: BUYER PERSONA REVIEW
2 REVISE: A LOOK AT HUBSPOTS NEW PERSONAS
3 REFRESH: REFRESHING YOUR PERSONAS &
AVOIDING ROOKIE MISTAKES
#ManchesterHUG
4. BUSINESS IS ALL ABOUT
RELATIONSHIPS BETWEEN PEOPLE
#ManchesterHUG
6. HOW CAN YOU MAKE REMARKABLE
CONTENT IF YOU DO NOT KNOW
WHO YOU ARE CREATING IT FOR?
#ManchesterHUG
7. BUYER PERSONAS ARE…..
SEMI-FICTIONAL REPRESENTATIONS OF
YOUR IDEAL CUSTOMER BASED ON MARKET
RESEARCH AND REAL DATA ABOUT YOUR
EXISTING CUSTOMERS
#ManchesterHUG
8. WHERE TO START…
• What is their demographic information?
• What is their job and level of seniority?
• What does a day in their life look like?
• What are their pain points?
• What do they value most? What are their goals?
• Where do they go for information?
• What are their most common objections to your product or service?
• How will you identify this persona?
#ManchesterHUG
9. TACTICS TO ADD TO THIS…
• Survey existing customers
• Your network
• Interviews
• Sales team
• Customer service
#ManchesterHUG
13. What they found…….
• Sales leader
• 30-40 years old
• 6 man sales team
Concerns Larry has….
• Health of Sales Pipeline
• His reps ignore prospecting
• Wants to move away from outbound sales
• Wants more time to be talking to customers & helping his team sell
• He spends way too much time reporting
• He wants to increase his reps productivity
#ManchesterHUG
14. BUYER PERSONA RESEARCH IN
TURN CREATED OUR WHOLE
CONTENT CREATION STRATEGY
#ManchesterHUG
18. New & Revised…….
• Over time she has become responsible for the sales enablement tools & content
• She worries the sales team are not seeing the value of her leads
• Mary wants insight into what is happening with the leads
• She needs a tool that bridges the gap between her marketing tools and the sales
Team activities
Questions Mary asks….
• Are the sales reps using the right content?
• Are they sending the most effective email templates?
• What leads are working best so that I can help them more?
#ManchesterHUG
19. BUYER PERSONA RESEARCH IN
TURN CREATED OUR WHOLE
CONTENT CREATION STRATEGY
#ManchesterHUG
24. ROOKIE MISTAKES…
✓ Too many Personas
✓ Not thinking about negative Personas
✓ Thinking personas are always for marketing
✓ Thinking personas are an individual person
✓ Describing an aspirational Persona
✓ Basing your personas on old-school demographics
✓ Not knowing how to research your Personas
#ManchesterHUG