Use the Question Pane in the GoToWebinar Console to Ask Questions!

We will be starting at 2pm EST. Please select your choice of audio: telephone or computer on your GotoWebinar console.

Join the conversation on Twitter: #InboundLearning

How to Most Effectively Use Your Marketing Personas

1
1

Thur. 7/26 2pm EST

Ellie Mirman Mark Kilens

http://learning.hubspot.com/register

How to Create & Use Marketing Personas

7/19 How to create marketing personas
7/26 How to most effectively use your marketing

personas

8/2 Reviewing Your Marketing Personas

Mark Kilens
@MarkKilens

Ellie Mirman
@ellieeille

AGENDA

1 2
3 4

Why we need to create marketing personas How to create marketing personas How to start using your marketing personas

Webinar tasks

WHY WE NEED TO CREATE MARKETING PERSONAS

Personas are archetypes that describe the various goals and observed behavior patterns among your potential users and customers

Not optional, very necessary

Alignment across the organization

Get the right type of traffic, leads & customers

Where people spend their time

Product development

Help you relate to your customers

Personas are not

1 2
3 4

Specific real people Influenced by changes in technology Roles

Target markets

HOW TO CREATE MARKETING PERSONAS

Create a Marketing Persona Profile

Persona Name
Professional Information Role (Titles, Responsibilities) Company Goals & Challenges Watering Holes
Persona Photo Personal Background (Age, Family, Education, Shopping Preferences)

Questions you need to answer

Persona Profile Checklist

Persona Detail Role Questions to Ask What is your job role? Your title? How is your job measured? What is a typical day? What skills are required? What knowledge and tools do you use? Who do you report to? Who reports to you? What industry or industries does your company work? What is the size of your company (revenue, employees)? What are you responsible for? What does it mean to be successful in your role? What are your biggest challenges? 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? Age, Family (married, children), Education 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?

Company Goals Challenges Watering Holes

Personal Background Shopping Preferences

Role
1. What is your job role? Your title?
2. How is your job measured? 3. What is a typical day?

4. What skills are required?

5. What knowledge and tools do you use?

6. Who do you report to? Who reports to you?

Company
1. What industry or industries does your company
work? 2. What is the size of your company (revenue, employees)?

Goals
1. What are you responsible for?
2. What does it mean to be successful in your role?

Challenges
1. What are your biggest challenges?

Watering holes
1. How do you learn about new information for your job?
2. What publications or blogs do you read?

3. What associations and social networks do you belong?

Personal background

1. Age
2. Family (married, children) 3. Education

Shopping preferences
1. How do you prefer to interact with vendors? (email, phone, in person) 2. Do you use the internet to research vendors or

products? If yes, how do you search for

information?

Principles of Persona Profiles

1. Focus on Behaviors
Marie spent 20 years working in the food industry and now serves as Director of Chain Delivery at Acme Food Services. She uses a computer but is a chef by trade and not so computer-savvy. A computer is just another tool for getting her administrative duties done.

John is a recent graduate of Boston University and just started a job as a researcher at the Dana Farber Institute. Second to science, his passion is taking photos as he explores the city to capture and share unique views. He would not consider himself an artist but loves to pursue and invest in this hobby.

2. Keep it Fictional but Realistic

This:

Marketing Mary VP, Director, or Manager of Marketing Small or Mid-Sized Company

Not This:

Kirsten Knipp Senior Marketing Director SolarWinds

Sonya Pelia Social Media & SEM Thermo Fisher Scientific

Bob Marsh General Manager Sales Contest Builder/ePrize

3. A Pictures Worth 1,000 Words

food, travel, hobbies

family, clothing, car

work space

4. Tell Stories
Audrey Miller
62 year old Audrey is the mother of 2 children and grandmother of 5. She lives in her own home with her husband, John, and their 4 year old black lab, Lucy. Every morning she takes Lucy for a one hour walk around the nearby lake when the weather is nice. Audrey is a middle-class retiree living on a fixed income. Her mortgage is paid off and she has one credit card which she rarely uses. Shes been a customer of the same bank for 40 years and has never done any phone or online banking. She walks to the bank every Monday to withdraw cash for the week and pick up groceries at the next door shopping center.

5. Focus on One (or a Few)

Choose 1 Primary Persona Other Personas Are Secondary Consider Identifying Negative Personas

5 Principles of Persona Profiles

1. Focus on Behaviors 2. Keep it Fictional 3. Use Pictures 4. Tell Stories 5. Focus on One

HOW TO RESEARCH YOUR MARKETING PERSONAS

Form fields

Interview customers

Research your customers

Lead intelligence

Listen to sales

Persona Development Worksheet

GoodbyeCrutches Personas Tom Schwab

Send us your marketing personas!

Send your Persona Development Worksheet by 7/30 to:

mkilens@hubspot.com Well review as many as we can on 8/2

HOW TO START USING YOUR MARKETING PERSONAS

Content creation

Integrate with your website

WEBINAR TASKS

Webinar Tasks

1 2

Start researching your marketing personas Use the Persona Worksheet to outline your marketing personas
Once created, share personas with the rest of the company to create alignment

3
4

Send us your persona worksheet by 7/30 for a chance to get it reviewed live on 8/2

QUESTIONS?

HubSpot Resources
1
http://forums.hubspot.com http://help.hubspot.com
Settings > Email Notification Settings

2 3

Want to Watch Previous Webinars?

1
2 3

http://learning.hubspot.com/webinars/
Watch webinar recordings Download webinar slides Download webinar resources

THANK YOU.