Developing B-to-B Marketing Personas

Personas In Action

Rachel Young Research Director

May 22, 2014

Transformation Greg Thomas Content Strategist

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Challenges

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Challenges

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Challenges

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?Challenges

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Challenges

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Research Sample questions from Persona Interviews JOB ROLE •  What is your job role? What are you responsible for?

•  What initiatives are you currently working on? How will these change over the next 6-12 months?

•  What are the current challenges you’re facing in your role? How will these change over the next 6-12 months?

o  What keeps you up at night? BUYING CENTER and ROLE •  Where and how does your company procure IT today? Do you expect this to change over the next 6-18 months? INFORMATION-GATHERING and INTERACTION PREFERENCES •  What do you read? •  How and when do you use the web?

•  Do you visit specific sites? Search for information? •  What sites do you visit regularly? (Examples, frequency)

•  How do you search for information? (theme, keyword, etc.) Can you give some examples? o  What search terms or methods do you use?

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Research

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Implement

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Implement

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The Results Are In…

•  85% of visitors find what they need (up 47%)

•  Over 115K syndicated blog views

•  Page 1 results for most critical solutions