Week 5 - Buyer Personas

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One of the most important things a company must do is imagine its buyer's persona. Certain products or services may not be a perfect fit for everyone, and marketing the wrong things to the wrong people can result in negative reviews and unsatisfactory posts that can push away potential customers. In order for a business to achieve a deep understanding of its ideal customer, it is recommended that they create a buyer persona, which is a semi-fictional representation of your ideal buyer based on data, interviews, and educated guesses. These buyer personas are not just used as marketing tools, but they also guide your sales and services teams.


Once your marketing team has an ideal persona they can guide their products to, your sales team can create an ideal company profile that they will then use to qualify their leads, helping your services team to develop another set of criteria they can use to measure customer satisfaction. Your teams will be disjointed and your customers will feel it. Otherwise, you can create a single, unified persona that is structured around guiding your marketing campaigns, your sales conversations, and your service activities, your customers will enjoy a seamless end-to-end experience, and your internal teams will enjoy the benefits of being well-aligned with each other.

It is essential that a business enters the mindset of a consumer persona. Creating personas can also aid in solving customer problems; meeting and exceeding their expectations all while satisfying their requirements. A good example of creating personas is HubSpot, where they had different personas interested in their product, such as Owner Ollie and Mary Marketer, who both drew their focus to very different things. After realizing that they cannot serve both personas at the same time, they decided to only solve for Mary, and that decision allowed their product organization to focus on one person. Because of this, their sales and marketing teams could align their efforts to target the same customer base.

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