Create a Buyer Persona and Journey
Make it easier to market, sell, and achieve product-market fit with deeper buyer understanding.
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Software companies without deep buyer understanding:
- Will miss the mark in product-market fit, lead gen engine effectiveness, sales-buyer relationship building, and customer success.
Marketers that have a robust and detailed buyer persona and journey map:
- Dramatically raise probabilities for success in achieving product-market fit and seeing marketing messaging resonate with prospects.
- Enable sellers to have more fruitful prospect discussions.
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Onsite Workshops offer an easy way to accelerate your project. If you are unable to do the project yourself, and a Guided Implementation isn’t enough, we offer low-cost onsite delivery of our Project Workshops. We take you through every phase of your project and ensure that you have a road map in place to complete your project successfully.
Book NowModule 1: Align Team, Identify Persona, and Document Current Knowledge
The Purpose
- Organize, drive alignment on target persona, and capture initial views.
Key Benefits Achieved
- Steering committee and project team roles and responsibilities clarified.
- Product, marketing, and sales aligned on target persona.
- Build initial team understanding of persona.
| Activities: | Outputs: | |
|---|---|---|
| 1.1 | Outline a vision for buyer persona and journey creation and identify stakeholders. |
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| 1.2 | Identify buyer persona choices and settle on an initial target. |
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| 1.3 | Document team knowledge about buyer persona (and journey where possible). |
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Module 2: Validate Initial Work and Identify Buyer Interviewees
The Purpose
- Build list of buyer interviewees, finalize interview guide, and validate current findings with analyst input.
Key Benefits Achieved
- Interview efficiently using 75-question interview guide.
- Gain analyst help in persona validation, reducing workload.
| Activities: | Outputs: | |
|---|---|---|
| 2.1 | Share initial insights with covering industry analyst. |
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| 2.2 | Hear from industry analyst their perspectives on the buyer persona attributes. |
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| 2.3 | Reconcile differences; update “current understanding.” |
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| 2.4 | Identify interviewee types by segment, region, etc. |
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Module 3: Schedule and Hold Buyer Interviews
The Purpose
- Validate current persona hypothesis and flush out those attributes only derived from interviews.
Key Benefits Achieved
- Get to a critical mass of persona and journey understanding quickly.
| Activities: | Outputs: | |
|---|---|---|
| 3.1 | Identify actual list of 15-20 interviewees. |
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| 3.2 | Hold interviews and use interview guides over the course of weeks. |
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| 3.3 | Hold review session after initial 3-4 interviews to make adjustments. |
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| 3.4 | Complete interviews. |
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Module 4: Summarize Findings and Provide Actionable Guidance to Colleagues
The Purpose
- Summarize persona and journey attributes and provide activation guidance to team.
Key Benefits Achieved
- Understanding of product market fit requirements, messaging, and marketing, and sales asset content.
| Activities: | Outputs: | |
|---|---|---|
| 4.1 | Summarize findings. |
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| 4.2 | Create action items for supporting team, e.g. messaging, touch points, media spend, assets. |
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| 4.3 | Convene steering committee/executives and working team for final review. |
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| 4.4 | Schedule meetings with colleagues to action results. |
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Module 5: Measure Impact and Results
The Purpose
- Measure results, adjust, and improve.
Key Benefits Achieved
- Activation of outcomes; measured results.
| Activities: | Outputs: | |
|---|---|---|
| 5.1 | Review final copy, assets, launch/campaign plans, etc. |
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| 5.2 | Develop/review implementation plan. |
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| 5.3 | Reconvene team to review results. |
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