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Building & Perfecting
Customer Profiles
JAX HUG
Drew Himel PRESIDENT & CEO
PCR AGENCY
SPEAKER
Morgan Jenkins MARKETING STRATEGIST
PCR AGENCY
HUG LEADER
FIRST THINGS FIRST
Jacksonville HUG WebsiteLinkedIn Group
CONNECT
FIRST THINGS FIRST
4 meetings per year (1 per quarter) Speakers Welcome
HubSpot Professionals
MEET UP
Next Meetup: Thursday, 5/19/16
Building & Perfecting
Customer Profiles
ON TO THE GOOD STUFF
HOW
WHAT
WHY
WHAT ARE CUSTOMER PERSONAS?
Customer Persona/ˈkəstəmər pərˈsōnə/
A semi-fictional representation of your ideal customer based on market research and real data about your existing audience.
IDEAL USERDemographic
Attitude BehaviorSee: Buyer Persona
WHAT ARE CUSTOMER PERSONAS?
They guide product & service
development
They paint a wellresearched
picture
They create valuable, focused
content
They align your business and
marketing goals
HOW TO BUILD CUSTOMER PROFILES
Five Easy Steps
DEVELOP PERSONAS IN FIVE EASY STEPS
1 2 3 4 5Identify what
questions to ask
Determine research methods
Compile research and
answers
Complete the Persona
Worksheet
Use Hubspot Lead
Intelligence
DETAIL QUESTION TO ASK
Role
● What is your job role? Your title?
● What is a typical day for you?
● What skills are required?
● What knowledge and tools do you use?
● Who do you report to? Who reports to you?
Company/Organization● What industry or industries does your company work/is your role in?
● What is the size of your company/organization (revenue, employees)?
Goals● What are you responsible for?
● What does it mean to be successful in your role?
Challenges ● What are your biggest challenges?
Watering Holes
● How do you learn about new information for your job?
● What publications or blogs do you read?
● What associations and social networks do you belong?
Background ● Age, Family (married, children), Education
Purchasing Behaviors
● How do you prefer to interact with vendors? (email, phone, in person)
● Do you use the internet to research vendors or products? If yes, how do
you search for information?
IDENTIFY THE QUESTIONS
TO ASK
1
DETERMINE RESEARCH METHODS2INTERVIEW CURRENT CUSTOMERS
They are the non-fictional embodiment of your personas
TALK TO YOUR SALES TEAMThey are well-versed in your customers’ pain points, need
and interactions of your brand
USE HUBSPOT LEAD INTELLIGENCEBecause it’s awesome and super-duper helpful
HUBSPOT LEAD INTELLIGENCE!Content offers thatinterest them
Topics they read about
Types of content they gravitate to
The social networks they use and how
COMPILE RESEARCH3BUCKET
FINDINGS
Collecting data in one place
reveals trendsand similarities
RESEARCH TOOLS
ExcelGoogle Sheets
Evernote
COMPLETE PERSONA
WORKSHEET
4
TRANSFORM WORKSHEETS5FOCUS ON BEHAVIORS
Focus on motives behind behaviors
KEEP PERSONAS FICTIONAL BUT REALISTICNo one has a one-size fits all customer
TELL A STORYDon’t just list facts about them
FIVE CHAPTER
STORY
!Job and demographic information
What does a day in their life look like?
What are their challengesor pain points?
Where do they go for information?
What common objectives do they have with your product?
1
2
3
4
5
SAMPLE PERSONA
He lives in the suburbs with his family and is the owner of his own business that he started after 20 years of experience in his industry. He only has a few employees (if any) and spends most of his days keeping the business running and doing sales. Ollie is his business, he wears many hats, he's the face of the company, and he puts in long hours - even digging into some finance operations on the weekend. When he’s not working on his business, he’s working on refinishing his basement.
Ollie has no experience with marketing and has hired an outside webmaster (or his son/daughter/wife) to set up a website and design direct mail. He wants to generate more sales for his business, and is interested in how he can use his website to help him get there.
He’s beginning to use LinkedIn to connect with other small business owners, but he’s worried he won’t be able to or have time to use marketing software or services himself and that people in his industry aren’t “this advanced.” Ollie wants to be in control of the sales process and needs to trust the company he’s buying from.
Mid 40’s • Married • $60k • 2 ChildrenOLLIE OLERSON
YOU CREATE A PERSONA, HUBSPOT
CREATES:
Persona Profile1
2
3
Contact Property
Four Lists
ADDING PERSONAS TO FORMS
Any time this property appears on a form, contacts can self-identify
CREATE NEW PERSONA
DESCRIBE YOURSELF
To get on a list, contacts can manually be assigned to personas, be imported, or can opt-in on forms.
PERSONAS BY LIFECYCLE LISTS
THINGS TO REMEMBER
ABOUT CUSTOMER PROFILES
They require research and effort 1
2
3
They should be fictional, yet representative of your real customers
They should be used as a foundation for your content generation
4 They change overtime