On Tuesday, August 11 2015 we held a great inbound marketing event.
We had two presentations.
#1 Buyer Personas - What are they and why are they important? from Leah Hoyland from HubSpot
#2 Utilize Email To Generate and Nurture Leads/Potential Customers by Darren Faber w/ Foxtail Marketing
9. #SLCHUG
Our Goals For SLCHUG
• Education
– Inbound in general
– Some HubSpot specific
• Who is this for?
– HubSpot Customers, Partners & Prospects
– Anyone who wants to sharpen Inbound skills
10. #SLCHUG
Our Goals For SLCHUG
• Frequency
– Minimum 4 times a year
– Is there a demand for more?
• These events are for you
– We are not here to sell anyone
– This is a learning environment
– Let’s be “inbound” and be helpful to each other
16. #SLCHUG
• Garret Stembridge
• Jordan Kasteler
• Rick Galan
• Rob Johnson
• Scott Baird
• Sam Fonoimoana
• Jessie Mamey
• Dallin Price
• Matt Siltala
• Mike Templeman
• Chris Dayley
• Bryant Garvin
Jana Francis
ADDITIONAL SPEAKERS INCLUDE (in no particular order)
24. #SLCHUG
TODAY’S GOAL:
Will be able to create a
more effective inbound
strategy by analyzing
and sharing buyer
persona examples and
research techniques.
25. #SLCHUG
AGENDA
What is a Buyer Persona.
How to Create Buyer Personas.
Examples
1
2
3
4
Why are Buyer Personas Important?
27. #SLCHUG
Semi-fictional representations of your ideal
customers based on real data and some select
educated speculation about customer demographics,
behavior patterns, motivations, and goals.
Buyer Personas are:
28. #SLCHUG
General demographic & biographic
information
BUYER PERSONAS ARE:
Common behavior patterns
Shared Pain Points
Universal goals, wishes, dreams
1
2
3
4
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Dependent on specific tools or technology
BUYER PERSONAS ARE NOT:
Target markets
Job titles/roles
Specific real people
1
2
3
4
40. #SLCHUG
Identify questions to ask to develop your persona1
STEPS TO CREATE BUYER PERSONAS
Determine how you’ll research your personas
Use the buyer persona-building best practices to transform your research into a
complete persona.
2
3
4
Compile research and answers to your paraphrased version of
41. #SLCHUG
Identify questions to ask to develop your persona1
STEPS TO CREATE BUYER PERSONAS
Determine how you’ll research your personas
Use the buyer persona-building best practices to transform your research into a
complete persona.
2
3
4
Compile research and answers to your paraphrased version of
42. #SLCHUG
Persona Detail Questions to Ask
Role What is your job role/role in life? Your title?
How is your job/role 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?
Company/Organization What industry or industries does your company work/is your role in?
What is the size of your company/organization (revenue, employees)?
Goals What are you responsible for?
What does it mean to be successful in your role?
Challenges What are your biggest challenges?
Watering Holes 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?
Personal Background Age, Family (married, children), Education
Shopping Preferences 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?
Persona Profile Checklist
43. #SLCHUG
Identify questions to ask to develop your persona1
STEPS TO CREATE BUYER PERSONAS
Determine how you’ll research your personas
Use the buyer persona-building best practices to transform your research into a
complete persona.
2
3
4
Compile research and answers to your paraphrased version of
47. #SLCHUG
Search for your keywords on various social
networks
EVEN MORE WAYS TO RESEARCH
YOUR PERSONAS:
6
7
8
Check out the comments section on key
industry blogs- what are people talking about?
Use HubSpot lead intelligence
49. #SLCHUG
Identify questions to ask to develop your persona1
STEPS TO CREATE BUYER PERSONAS
Determine how you’ll research your personas
Use the buyer persona-building best practices to transform your research into a
complete persona.
2
3
4
Compile research and answers to your paraphrased version
52. #SLCHUG
Identify questions to ask to develop your persona1
STEPS TO CREATE BUYER PERSONAS
Determine how you’ll research your personas
Use the buyer persona-building best practices to transform your research into a
complete persona.
2
3
4
Compile research and answers to your paraphrased version
53. #SLCHUG
Focus on the motives behind behaviors.
Don’t pay attention to what someone is doing, pay attention to why they’re doing
it.
59. #SLCHUG
Maryis 42 years old and has a Bachelor of Communications from Syracuse and an
MBA from Babson. She is married, has 2 kids, and runs the marketing department at
an expert at outbound and traditional marketing, with 5-15 years of experience. She
"brand presence" and hired a firm to redesign her website. She outsources a fair
because she has an easier time getting budget than headcount. Mary craves
know the latest in what works in marketing and why she should invest in one area over
A lot of Mary's job is "keeping things running" - supporting sales, updating the website,
leads (rarely with a concrete goal in mind). Mary needs a simple, integrated tool that
job more effectively and also make it easier. If she screws that up, she risks getting
team and her boss, the CEO.
Mary dresses “business casual” and does most of her shopping at Ann Taylor. She
sharing photos with friends, email communication, and is starting to play around with
accounts for her company. She uses LinkedIn, Facebook (for family photos), and
company account with <100 followers).
60. #SLCHUG
REVIEWED:
What is a Buyer Persona.
How to Create Buyer Personas.
Examples
1
2
3
4
Why are Buyer Personas Important?
61. #SLCHUG
TODAY’S GOAL:
Can create a more effective
inbound strategy by analyzing
and sharing buyer persona
examples and research
techniques.
66. #SLCHUG
Darren Faber
- Demand Generation Team Lead at
Foxtail Marketing
- HubSpot Partner Certified
- Creator of #HubTips video series
@darrenfaber
67. #SLCHUG
- Content Marketing and Demand Gen
Agency
- HubSpot Gold Partner
- Currently #3 in Rookie of the Year
standings for the 2015 HubSpot
Impact Awards
Foxtail Marketing
@followfoxtail
73. #SLCHUG
Businesses that use marketing automation to nurture
prospects experience a 451% increase in qualified leads.
(Source: The Annuitas Group)
74. #SLCHUG
Companies that invest in marketing automation solutions
see 70% faster sales cycle times, and 54% improvement
in quota achievement. (Bulldog Solutions)
75. #SLCHUG
65% of B2B marketers have not established lead nurturing.
(Source: MarketingSherpa)
76. #SLCHUG
Companies that excel at lead nurturing generate 50% more
sales ready leads at 33% lower cost.
(Source: Forrester Research)
123. #SLCHUG
Clicked through an email - 5 points
Downloaded a guide - 10 points
Downloaded a case study - 10 points
Registered for a webinar - 15 points
Example:
124. #SLCHUG
Once a lead is qualified, they should be removed from the
nurture campaign.
128. #SLCHUG
They ask for a meeting, get
qualified, or get contacted at
the end
The lead downloads a
piece of content
They receive an
introductory email
They receive additional
content in their email
Buyer personas are semi-fictional characters that businesses CREATE, through research, analysis, and taking a close look at who’s already buying from them--to represent their ideal customers.
Notice this says “customers” though! A lot of companies actually have more than one buyer persona- on average, they probably have between 3 and 5 buyer personas.
How you know you’ve reached the “edge” of one persona and the other one begins is when those shared similarities disappear.
When you’re creating your personas, you’re probably going to notice that your customer base falls into one of a couple different buckets, or broad categories. Those buckets are your personas.
Who can explain what a buyer persona is?
What are the 4 characteristics
Ask the audience
You don’t want to just attract any strangers, you want to attract the right people.
These “right” strangers are your personas--and that’s who you want visiting your site.
Once you’ve identified your personas, you’ll know exactly what content to create to attract the right visitors, convert them into leads, close those leads into customers and even delight them into promoters.
Really think about buyer personas as the glue that holds every aspect of inbound marketing together.
The second reason why is because your personas will: help you to identify where your ideal customers are hanging out on the internet--and in turn, where you should be, too. Because if you know where your personas spend their time on the internet, you can fine-tune the focus of your marketing efforts on those specific areas.
Third, Personas can also help you develop new products and services
If you know what your personas actually want, you can create something they’ll actually use.
If you know what your personas are trying to achieve, you can create things to help them reach their goals and overcome their challenges.
And maybe most importantly, your personas are who you’re creating your content for: and once you’ve identified them, you’ll know exactly what content to create to attract the right visitors, convert them into leads, close those leads into customers and even delight them into promoters.
The right content will most effectively attract your ideal visitors,
convert them into leads, and close them into customers.
Lastly, some data to understand why BPs are important. I want to preference this that it is a little bit of an eye sore, so I will go through this.
Personas:
Made website 2-5X more effective and easier
Personalized email had a 14% increase for click through
Conversion rates increased by 10%
Emails have 18X more revenue
Help to eliminate wasting time
Cast Study
Increased sales by 124%
55% increase in organic traffic
97& increase in online leads
210% increase in North American site traffic
Details Matter: It’s important to take a thorough look at everything about your ideal customers, clients, donors, students…
You don’t have to have an answer to every questions: Before beginning to build personas, start with what you have and go from there
Personas don’t have to ever be “done.”: Continue to tweak and iterate on them as much as necessary. HS has updated their personas about 1X a year
Creating personas is a 4 step process. We’ll go through each of these 4 things you need to do to be successful in greater detail, but let’s start at the top with step 1:
Step 1: Identify questions to ask to develop your persona (use the Persona Profile Checklist in the class resources below for information about what to ask—and paraphrase them as necessary).
This checklist covers the 7 main categories:
Role
Company
Goals
Challenges
Water Holes
Personal background
Shopping preferences
On the right-hand side are some specific questions you can ask to actually GET this information.
**Remember to put these into your own words or use ones that make sense for your business, but be sure to do research into all these areas
Step 2: Determine how you’ll research your personas and how you’re going to get those persona-building questions answered.
These are the 8 research techniques.
Lead Intelligence: Use HubSpot to help: browse through some of your customers’ or qualified leads’ contact records.
You can gain a lot of insight simply by looking through some of your contact’s timelines!
That’s good information to know--and is something you can glean simply by looking for trends in data you already have.
Now that you know the questions to ask and who to ask them to, you might be wondering: what do we actually do with all this information?
As you do your research, collecting all data in one place reveals trends and similarities in the types of responses people give. These trends or common responses are what should make their way into your Persona Development Worksheet.
You can use this worksheet to organize your research and make sure you’re getting all the information necessary to create a complete persona. Later on, this worksheet will also become the basis for your actual buyer persona(s)!
Print out a persona development worksheet for each persona you think you have and use a different one compile information about each persona.
If you prefer, you can also use Word, Excel PPT….anything to organize the persona research.
Now that you know the questions to ask and who to ask them to, you might be wondering: what do we actually do with all this information?
First, always focus on behaviors: don’t pay attention to WHAT someone is doing, pay attention to WHY they’re doing it.
Understanding those motives is essential to creating a great persona, and it also gives you some predictive power!
If you know not just what someone has done, but WHY they did it, you can use that to extrapolate what they might do or want to see next!
Example: I am a CSM and I am presenting at a HUG? Why? I like ont meet and educate customers in person, so I may need resources/content on public speaking tips and presentations
2. Keep your personas fictional but also realistic- your persona should be thorough descriptions of who your ideal customers are, but you want to be sure you’re not describing ONLY one or two customers that embody that persona.
Chances are, your business probably has more than one persona.
You probably don’t have time to focus on all those different personas equally, at the same time. Assigning a primary persona will help you know which one to focus your time and efforts to develop and focus on first. This primary persona will also be the person you’ll want to focus on with your content efforts and even website design.
How do you determine which of your personas is “primary?” That depends on what’s most important your business. Generally, though, most business choose the persona that brings in the most revenue to be their primary persona.
4. Tell a story - Your buyer persona shouldn’t be just be a fact sheet about your ideal customer—that’s not a persona, that’s a list. Instead, take those bullet points and weave them into a story that provides context and paints a relatable picture about exactly who your persona is.
Who can explain what a buyer persona is?
What are the 4 characteristics
Before we look at how to build a persona, let’s glimpse at what a complete buyer personas looks like in the first place.
This is a software companies buyer persona…. This is Marketing Mary and she is this software companies primary buyer personas. Now this is a huge chunk of text, and that’s kind of the point- that it’s very detailed and in-depth.
So while you are reading this, you will notice that the persona meets the best practices:
focus on why
fictional but realistic
tell a story
You will also notice that it highlights:
Job and demo info
what does a day in their life look like?
What are their challenges or pain points?
Where do they go for information
And what common objections do they have to your products or services?
Ann Taylor reference in the Mary persona - we wouldn't necessarily ask her where she shops for close in an interview, because it's less about Ann Taylor the store and more about represents - that she wants to be stylish, but sensible and not spend a ton. We could have chosen Ann Taylor in the same way that we chose her name to be Mary. Ann Taylor could be banana republic or Talbots, etc.
Does anyone think they are this persona? This is actually a hubspot persona and it’s one we use here at hubspot everyday….and the reason I really like to show this persona is because it nicely illustrates that personas never really need to be done.. Constantly improving and editing)
Who can explain what a buyer persona is?
What are the 4 characteristics