How to Build Better Buyer Personas

Introduction to B2B buyer personas 4 lectures 11:49 Persona Introduction How well do you really know your target customers?This may be the most important question for your business and marketing campaigns. Knowing them requires much more than just stating their job title!It is no longer enough to build a product and hope an audience finds you. "Hope" is not an effective marketing strategy. Today's successful companies got that way because they invested time and resources to truly understand their ideal customers and their needs, wants, and expectations.This introduction sets the context for what's at stake. Whether you are a product marketer, advertising manager, web designer, product manager, or anyone else wants to know their customers better, this course will greatly help you in defining your product plans and go-to-market strategies. Why? Because the persona is your rudder. It's your guide. Without one, you'll be lost. What does not having a persona look like? Not having a persona can lead to alignment issues and unnecessary arguments between marketing and sales teams. Many conflicts are easily avoidable if we take the time to properly conduct the persona exercise. Here are a few problem signs to look for. If any of these sound familiar, your marketing and sales teams may be aiming at different targets. Alignment is needed, and the persona exercise will help resolve these issues. What is a persona? Often times, when I ask marketers to tell me about their target audiences, I get some pretty vague and unhelpful answers. A vague label associated with a market segment (i.e. CIOs of the Global 5000) is not the same thing as a persona. They are related, but they are clearly different and are used for very different purposes in planning marketing campaigns. This lecture includes some definitions that will keep you on the straight and narrow path to successful marketing. Quiz 1: Persona Pre-Assessment The following set of questions will help assess your current familiarity with personas in general. Exercise 1 Before I share details of the 10-step persona-building process, we need to get a sense of how you think about your target audience(s) today. The results of Exercise 1 will provide you with a foundation from which you can build as you continue the course. Introduction to B2B buyer personas. 4 lectures 11:49 Persona Introduction How well do you really know your target customers?This may be the most important question for your business and marketing campaigns. Knowing them requires much more than just stating their job title!It is no longer enough to build a product and hope an audience finds you. "Hope" is not an effective marketing strategy. Today's successful companies got that way because they invested time and resources to truly understand their ideal customers and their needs, wants, and expectations.This introduction sets the context for what's at stake. Whether you are a product marketer, advertising manager, web designer, product manager, or anyone else wants to know their customers better, this course will greatly help you in defining your product plans and go-to-market strategies. Why? Because the persona is your rudder. It's your guide. Without one, you'll be lost. What does not having a persona look like? Not having a persona can lead to alignment issues and unnecessary arguments between marketing and sales teams. Many conflicts are easily avoidable if we take the time to properly conduct the persona exercise. Here are a few problem signs to look for. If any of these sound familiar, your marketing and sales teams may be aiming at different targets. Alignment is needed, and the persona exercise will help resolve these issues. What is a persona? Often times, when I ask marketers to tell me about their target audiences, I get some pretty vague and unhelpful answers. A vague label associated with a market segment (i.e. CIOs of the Global 5000) is not the same thing as a persona. They are related, but they are clearly different and are used for very different purposes in planning marketing campaigns. This lecture includes some definitions that will keep you on the straight and narrow path to successful marketing. Quiz 1: Persona Pre-Assessment The following set of questions will help assess your current familiarity with personas in general. Exercise 1 Before I share details of the 10-step persona-building process, we need to get a sense of how you think about your target audience(s) today. The results of Exercise 1 will provide you with a foundation from which you can build as you continue the course. Persona Introduction How well do you really know your target customers?This may be the most important question for your business and marketing campaigns. Knowing them requires much more than just stating their job title!It is no longer enough to build a product and hope an audience finds you. "Hope" is not an effective marketing strategy. Today's successful companies got that way because they invested time and resources to truly understand their ideal customers and their needs, wants, and expectations.This introduction sets the context for what's at stake. Whether you are a product marketer, advertising manager, web designer, product manager, or anyone else wants to know their customers better, this course will greatly help you in defining your product plans and go-to-market strategies. Why? Because the persona is your rudder. It's your guide. Without one, you'll be lost. Persona Introduction How well do you really know your target customers?This may be the most important question for your business and marketing campaigns. Knowing them requires much more than just stating their job title!It is no longer enough to build a product and hope an audience finds you. "Hope" is not an effective marketing strategy. Today's successful companies got that way because they invested time and resources to truly understand their ideal customers and their needs, wants, and expectations.This introduction sets the context for what's at stake. Whether you are a product marketer, advertising manager, web designer, product manager, or anyone else wants to know their customers better, this course will greatly help you in defining your product plans and go-to-market strategies. Why? Because the persona is your rudder. It's your guide. Without one, you'll be lost. Persona Introduction How well do you really know your target customers?This may be the most important question for your business and marketing campaigns. Knowing them requires much more than just stating their job title!It is no longer enough to build a product and hope an audience finds you. "Hope" is not an effective marketing strategy. Today's successful companies got that way because they invested time and resources to truly understand their ideal customers and their needs, wants, and expectations.This introduction sets the context for what's at stake. Whether you are a product marketer, advertising manager, web designer, product manager, or anyone else wants to know their customers better, this course will greatly help you in defining your product plans and go-to-market strategies. Why? Because the persona is your rudder. It's your guide. Without one, you'll be lost. Persona Introduction How well do you really know your target customers?This may be the most important question for your business and marketing campaigns. Knowing them requires much more than just stating their job title!It is no longer enough to build a product and hope an audience finds you. "Hope" is not an effective marketing strategy. Today's successful companies got that way because they invested time and resources to truly understand their ideal customers and their needs, wants, and expectations.This introduction sets the context for what's at stake. Whether you are a product marketer, advertising manager, web designer, product manager, or anyone else wants to know their customers better, this course will greatly help you in defining your product plans and go-to-market strategies. Why? Because the persona is your rudder. It's your guide. Without one, you'll be lost.How well do you really know your target customers?This may be the most important question for your business and marketing campaigns. Knowing them requires much more than just stating their job title!It is no longer enough to build a product and hope an audience finds you. "Hope" is not an effective marketing strategy. Today's successful companies got that way because they invested time and resources to truly understand their ideal customers and their needs, wants, and expectations.This introduction sets the context for what's at stake. Whether you are a product marketer, advertising manager, web designer, product manager, or anyone else wants to know their customers better, this course will greatly help you in defining your product plans and go-to-market strategies. Why? Because the persona is your rudder. It's your guide. Without one, you'll be lost.How well do you really know your target customers?This may be the most important question for your business and marketing campaigns. Knowing them requires much more than just stating their job title!It is no longer enough to build a product and hope an audience finds you. "Hope" is not an effective marketing strategy. Today's successful companies got that way because they invested time and resources to truly understand their ideal customers and their needs, wants, and expectations.This introduction sets the context for what's at stake. Whether you are a product marketer, advertising manager, web designer, product manager, or anyone else wants to know their customers better, this course will greatly help you in defining your product plans and go-to-market strategies. Why? Because the persona is your rudder. It's your guide. Without one, you'll be lost. What does not having a persona look like? Not having a persona can lead to alignment issues and unnecessary arguments between marketing and sales teams. Many conflicts are easily avoidable if we take the time to properly conduct the persona exercise. Here are a few problem signs to look for. If any of these sound familiar, your marketing and sales teams may be aiming at different targets. Alignment is needed, and the persona exercise will help resolve these issues. What does not having a persona look like? Not having a persona can lead to alignment issues and unnecessary arguments between marketing and sales teams. Many conflicts are easily avoidable if we take the time to properly conduct the persona exercise. Here are a few problem signs to look for. If any of these sound familiar, your marketing and sales teams may be aiming at different targets. Alignment is needed, and the persona exercise will help resolve these issues. What does not having a persona look like? Not having a persona can lead to alignment issues and unnecessary arguments between marketing and sales teams. Many conflicts are easily avoidable if we take the time to properly conduct the persona exercise. Here are a few problem signs to look for. If any of these sound familiar, your marketing and sales teams may be aiming at different targets. Alignment is needed, and the persona exercise will help resolve these issues. What does not having a persona look like? Not having a persona can lead to alignment issues and unnecessary arguments between marketing and sales teams. Many conflicts are easily avoidable if we take the time to properly conduct the persona exercise. Here are a few problem signs to look for. If any of these sound familiar, your marketing and sales teams may be aiming at different targets. Alignment is needed, and the persona exercise will help resolve these issues.Not having a persona can lead to alignment issues and unnecessary arguments between marketing and sales teams. Many conflicts are easily avoidable if we take the time to properly conduct the persona exercise. Here are a few problem signs to look for. If any of these sound familiar, your marketing and sales teams may be aiming at different targets. Alignment is needed, and the persona exercise will help resolve these issues.Not having a persona can lead to alignment issues and unnecessary arguments between marketing and sales teams. Many conflicts are easily avoidable if we take the time to properly conduct the persona exercise. Here are a few problem signs to look for. If any of these sound familiar, your marketing and sales teams may be aiming at different targets. Alignment is needed, and the persona exercise will help resolve these issues. What is a persona? Often times, when I ask marketers to tell me about their target audiences, I get some pretty vague and unhelpful answers. A vague label associated with a market segment (i.e. CIOs of the Global 5000) is not the same thing as a persona. They are related, but they are clearly different and are used for very different purposes in planning marketing campaigns. This lecture includes some definitions that will keep you on the straight and narrow path to successful marketing. What is a persona? Often times, when I ask marketers to tell me about their target audiences, I get some pretty vague and unhelpful answers. A vague label associated with a market segment (i.e. CIOs of the Global 5000) is not the same thing as a persona. They are related, but they are clearly different and are used for very different purposes in planning marketing campaigns. This lecture includes some definitions that will keep you on the straight and narrow path to successful marketing. What is a persona? Often times, when I ask marketers to tell me about their target audiences, I get some pretty vague and unhelpful answers. A vague label associated with a market segment (i.e. CIOs of the Global 5000) is not the same thing as a persona. They are related, but they are clearly different and are used for very different purposes in planning marketing campaigns. This lecture includes some definitions that will keep you on the straight and narrow path to successful marketing. What is a persona? Often times, when I ask marketers to tell me about their target audiences, I get some pretty vague and unhelpful answers. A vague label associated with a market segment (i.e. CIOs of the Global 5000) is not the same thing as a persona. They are related, but they are clearly different and are used for very different purposes in planning marketing campaigns. This lecture includes some definitions that will keep you on the straight and narrow path to successful marketing.Often times, when I ask marketers to tell me about their target audiences, I get some pretty vague and unhelpful answers. A vague label associated with a market segment (i.e. CIOs of the Global 5000) is not the same thing as a persona. They are related, but they are clearly different and are used for very different purposes in planning marketing campaigns. This lecture includes some definitions that will keep you on the straight and narrow path to successful marketing.Often times, when I ask marketers to tell me about their target audiences, I get some pretty vague and unhelpful answers. A vague label associated with a market segment (i.e. CIOs of the Global 5000) is not the same thing as a persona. They are related, but they are clearly different and are used for very different purposes in planning marketing campaigns. This lecture includes some definitions that will keep you on the straight and narrow path to successful marketing. Quiz 1: Persona Pre-Assessment The following set of questions will help assess your current familiarity with personas in general. Quiz 1: Persona Pre-Assessment The following set of questions will help assess your current familiarity with personas in general. Quiz 1: Persona Pre-Assessment The following set of questions will help assess your current familiarity with personas in general. Quiz 1: Persona Pre-Assessment The following set of questions will help assess your current familiarity with personas in general These 10 steps will guide you to success in both creating a high quality buyer persona, and more importantly,...