Is a new market primed for expansion? Will your products and services be easier to sell if they're packaged as a solution? Why is your product underperforming? (Hint: it's not price or features)
All of these questions and more can be answered once you know how to conduct a uniquely unscripted interview with a focused set of potential customers. In this interactive webinar, Adele Revella, CEO of Buyer Persona Institute and author of Buyer Personas, How to Gain Insight into Your Customer's Expectations, Align Your Marketing Strategies, and Win More Business (Wiley 2015) will reveal:
How to start every interview with the right question
Why the initial answers aren't helpful, and how to probe for real insight
How to focus on interviews with the most relevant people (and who will waste your time)
Techniques to build actionable personas with the interview results
Proven practices for aligning teams around your buyer's perspective
5. How buyers
make the choices
we want
to influence
The
Purpose
of
Buyer
Personas
6. What motivates buyers to
abandon the status quo
How buyers
make the choices
we want
to influence
7. The buyer’s perceptions
about what will improve
What motivates buyers to
abandon the status quo
How buyers
make the choices
we want
to influence
8. What keeps buyers stuck, or prevents
them from choosing us
The buyer’s perceptions
about what will improve
What motivates buyers to
abandon the status quo
How buyers
make the choices
we want
to influence
9. What keeps buyers stuck, or prevents
them from choosing us
The criteria buyers
use to compare their
options
The buyer’s perceptions
about what will improve
What motivates buyers to
abandon the status quo
How buyers
make the choices
we want
to influence
10. What process buyers
follow and who is involved
in the decision
What keeps buyers stuck, or prevents
them from choosing us
The criteria buyers
use to compare their
options
The buyer’s perceptions
about what will improve
What motivates buyers to
abandon the status quo
How buyers
make the choices
we want
to influence
21. AGENCY MARKETER IN-HOUSE MARKETER
PRIORITY INITIATIVE
New customers or newly
targeted market segment
New investment in
digital marketing
SUCCESS FACTORS
Infrequent users won’t need training
Single, comprehensive view of customers
Solution grows with changing needs
Control over automated response content
Single, comprehensive view of customers
Solution grows with changing needs
Control over automated response content
PERCEIVED BARRIERS
Not sure we can trust you
Templates require users to know HTML
Object to opt-in + first email response
Concern about being blacklisted
Can’t manage another system
Not sure we can trust you
Templates require users to know HTML
Object to opt-in + first email response
Concern about being blacklisted
Can’t manage another system
BUYER’S JOURNEY
Clients defer decisions to us
We prioritize solutions that we know
Expect web access to basic pricing info
Need to see/use before I decide
Calling to test your responsiveness
A team evaluates, but I decide
We prioritize solutions that we know
Expect web access to basic pricing info
Need to see/use before I decide
Calling to test your responsiveness
DECISION CRITERIA
Integrates w/most CRM & web platforms
Works like other software I know, own
Lots of easy templates, updated often
Easy to use automated response
Works like other software I know, own
Lots of easy templates, updated often
Easy to use automated response
Templates require
users to know HTML
Templates require users
to know HTML
A capability to win both
in-house and agency
marketers
22. AGENCY MARKETER IN-HOUSE MARKETER
PRIORITY INITIATIVE
New customers or newly
targeted market segment
New investment in
digital marketing
SUCCESS FACTORS
Infrequent users won’t need training
Single, comprehensive view of customers
Solution grows with changing needs
Control over automated response content
Single, comprehensive view of customers
Solution grows with changing needs
Control over automated response content
PERCEIVED BARRIERS
Not sure we can trust you
Templates require users to know HTML
Object to opt-in + first email response
Concern about being blacklisted
Can’t manage another system
Not sure we can trust you
Templates require users to know HTML
Object to opt-in + first email response
Concern about being blacklisted
Can’t manage another system
BUYER’S JOURNEY
Clients defer decisions to us
We prioritize solutions that we know
Expect web access to basic pricing info
Need to see/use before I decide
Calling to test your responsiveness
A team evaluates, but I decide
We prioritize solutions that we know
Expect web access to basic pricing info
Need to see/use before I decide
Calling to test your responsiveness
DECISION CRITERIA
Integrates w/most CRM & web platforms
Works like other software I know, own
Lots of easy templates, updated often
Easy to use automated response
Works like other software I know, own
Lots of easy templates, updated often
Easy to use automated response
Only Agency marketers
will be impressed
Integrates w/most CRM & web platforms
25. Q & A Session
Ask questions. Our team is standing by to
help.
The webinar slides will be posted to our
website and our
http://www.Slideshare.net/aipmm
The webinar recording will be posted at
http://www.AIPMM.net
for members
26. Upcoming Webinars
Why Product Management and Innovation Fail and What to do About it
January 13, 2017
WWW.AIPMM.COM/AIPMM_WEBINARS
AIPMM Webinar Series:
http://aipmm.com/aipmm_webinars
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