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AIPMM Webinar Series
Building Buyer Personas, Product
Roadmaps and More
Adele Revella
Our Speakers
©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED.
Your webinar facilitators
Adele Revella
Building Buyer Personas, Product Roadmaps and More
How buyers
make the choices
we want
to influence
The
Purpose
of
Buyer
Personas
What motivates buyers to
abandon the status quo
How buyers
make the choices
we want
to influence
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
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
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
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
11©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED.
Buyers make two choices
We need to change
and will allocate budget
(economic buyer)
12©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED.
Buyers make two choices
This one
is the best match
for our needs
(lead evaluator)
We need to change
and will allocate budget
(economic buyer)
13©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED.
Which buyers should you interview?
If your market is new/immature
and goal is to motivate change,
interview ECONOMIC BUYERS
NEWNEW
14©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED.
Which buyers should you interview?
If your market is new/immature
and goal is to motivate change,
interview economic buyers
If you want to be in your buyer’s
consideration set and win more deals,
interview LEAD EVALUATORS
NEWNEW
15©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED.
Please listen to this role play
“Take me back to the day when you
first started looking for _________.
What happened?”
16©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED.
Keep probing for insight
The buyer’s first answer is
the one you already know.
17©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED.
1
2
3
4
5
Probe each phase of the Buyer’s decision
Typical steps Ask probing follow up questions to learn
Trigger
Take me back to the day when … what happened? What happened to make this change a priority
Research
What did you do first to understand your options …?
What the buyer learned about those
they decided to consider
Assess
And then what did you do …?
How the buyer decided what to include /
exclude from consideration
Negotiate
And then what did you do …?
How the buyer decided which to include
on the shortlist
Purchase
How did you choose …? How the buyer made a final selection
18©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED.
19©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED.
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eiusmod tempor incididunt ut
labore et dolore magna aliqua. Ut
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laboris nisi ut aliquip ex ea
commodo consequat. Duis aute
irure dolor in reprehenderit in
voluptate velit esse cillum dolore
eu fugiat nulla pariatur. Excepteur
sint occaecat cupidatat non
proident, sunt in culpa qui
officia deserunt mollit
Success
Factors
Decision
Criteria
Perceived
Barriers
Transcribe interviews, select insightful quotes
1. Use a service to transcribe recorded
interviews
2. Highlight sentences that contain
one or more of the 5 insights
3. Look for patterns across your
interviews
©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED.
www.buyerpersona.com
To see an example of a buyer persona
To see an example of a
buyer persona
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
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
©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED.
This book is dedicated to every
sales and marketing professional
who questions the wisdom
of making stuff up.
- Adele Revella
©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED.
www.buyerpersona.com
Free e-books and blog
Implementation workshops
Custom buyer persona research studies
Pre-recorded workshop for persona
interviewing skills
Twitter @buyerpersona
Facebook.com/buyerpersona
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
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
Topic Suggestions: support@aipmm.com
Announcements: http://www.aipmm.com/subscribe
LinkedIn: http://www.linkedin.com/company/aipmm
Membership: http://www.aipmm.com/join.php
Certification: http://aipmm.com/html/certification/

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Building Buyer Personas, Product Roadmaps and More

  • 1. AIPMM Webinar Series Building Buyer Personas, Product Roadmaps and More
  • 3. ©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Your webinar facilitators Adele Revella
  • 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
  • 11. 11©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Buyers make two choices We need to change and will allocate budget (economic buyer)
  • 12. 12©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Buyers make two choices This one is the best match for our needs (lead evaluator) We need to change and will allocate budget (economic buyer)
  • 13. 13©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Which buyers should you interview? If your market is new/immature and goal is to motivate change, interview ECONOMIC BUYERS NEWNEW
  • 14. 14©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Which buyers should you interview? If your market is new/immature and goal is to motivate change, interview economic buyers If you want to be in your buyer’s consideration set and win more deals, interview LEAD EVALUATORS NEWNEW
  • 15. 15©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Please listen to this role play “Take me back to the day when you first started looking for _________. What happened?”
  • 16. 16©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Keep probing for insight The buyer’s first answer is the one you already know.
  • 17. 17©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. 1 2 3 4 5 Probe each phase of the Buyer’s decision Typical steps Ask probing follow up questions to learn Trigger Take me back to the day when … what happened? What happened to make this change a priority Research What did you do first to understand your options …? What the buyer learned about those they decided to consider Assess And then what did you do …? How the buyer decided what to include / exclude from consideration Negotiate And then what did you do …? How the buyer decided which to include on the shortlist Purchase How did you choose …? How the buyer made a final selection
  • 18. 18©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED.
  • 19. 19©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit Success Factors Decision Criteria Perceived Barriers Transcribe interviews, select insightful quotes 1. Use a service to transcribe recorded interviews 2. Highlight sentences that contain one or more of the 5 insights 3. Look for patterns across your interviews
  • 20. ©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. www.buyerpersona.com To see an example of a buyer persona To see an example of a buyer persona
  • 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
  • 23. ©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. This book is dedicated to every sales and marketing professional who questions the wisdom of making stuff up. - Adele Revella
  • 24. ©2016 BUYER PERSONA INSTITUTE ALL RIGHTS RESERVED. www.buyerpersona.com Free e-books and blog Implementation workshops Custom buyer persona research studies Pre-recorded workshop for persona interviewing skills Twitter @buyerpersona Facebook.com/buyerpersona
  • 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 Topic Suggestions: support@aipmm.com Announcements: http://www.aipmm.com/subscribe LinkedIn: http://www.linkedin.com/company/aipmm Membership: http://www.aipmm.com/join.php Certification: http://aipmm.com/html/certification/