Create a Buyer Persona and Journey

Make it easier to market, sell, and achieve product-market fit with deeper buyer understanding.

Onsite Workshop

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.

Module 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.
  • Documented steering committee and working team
1.2 Identify buyer persona choices and settle on an initial target.
  • Executive Brief on personas and journey
  • Personas and initial targets
1.3 Document team knowledge about buyer persona (and journey where possible).
  • Documented team knowledge

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.
  • Analyst-validated initial findings
2.2 Hear from industry analyst their perspectives on the buyer persona attributes.
2.3 Reconcile differences; update “current understanding.”
2.4 Identify interviewee types by segment, region, etc.
  • Target interviewee types

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.
  • List of interviewees; calls scheduled
3.2 Hold interviews and use interview guides over the course of weeks.
3.3 Hold review session after initial 3-4 interviews to make adjustments.
  • Initial review – “are you going in the right direction?”
3.4 Complete interviews.
  • Completed interviews

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.
  • Complete findings
4.2 Create action items for supporting team, e.g. messaging, touch points, media spend, assets.
  • Action items for team members
4.3 Convene steering committee/executives and working team for final review.
  • Plan for activation
4.4 Schedule meetings with colleagues to action results.

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.
  • Activation review
5.2 Develop/review implementation plan.
5.3 Reconvene team to review results.
  • List of suggested next steps

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