Buyer vs User Personas @ Better Software 2014

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Choose your users do not let them define you. Build your product strategy based on buyer personas, keywords definition and planning content. Set SMART goals, reach BIG results Credits Images Hubspot, DemandResult, https://www.flickr.com/photos/jasontravis/sets/72157603258446753/ http://giphy.com/

Transcript of Buyer vs User Personas @ Better Software 2014

BUYER VS USER PERSONAS

Bettersoftware 2014 @j8matteo

THIS IS MY PERSONA

Bettersoftware 2014 @j8matteo

Name: Matteo Guidotto Location: Verona Gender: Male Age: 27 Occupation: PM & Ux Developer

www.fevr.it

MY FIRST TIME

Bettersoftware 2014 @j8matteo

MY FIRST USER PERSONAS

Bettersoftware 2014 @j8matteo

Bettersoftware 2014 @j8matteo

Bettersoftware 2014 @j8matteo

«I DON’T MIND ABOUT HIM»

Bettersoftware 2014 @j8matteo

Bettersoftware 2014 @j8matteo

WHO’S A BUYER? WHO’S A USER?

Bettersoftware 2014 @j8matteo

WHO’S A BUYER? WHO’S A USER? BUYER IS THE CUSTOMER THAT I WANT

Bettersoftware 2014 @j8matteo

WHO’S A BUYER? WHO’S A USER? BUYER IS THE CUSTOMER THAT I WANT USER IS ANYONE THAT USE MY PRODUCT

Bettersoftware 2014 @j8matteo

SO SHOULD I SPENT PAPER, PENS, WIREFRAME, INTERVIEWS, PROTOTYPES, A/B TESTS, MONEY, HOURS, SKETCH, SOFTWARE, COMMITMENT, BREATH, COFFEE, CIGARETTES, ALCOOL, PILLS…

Bettersoftware 2014 @j8matteo

…FOR BUILDING A USER EXPERIENCE FOR A USER THAT DOESN’T REACH MY BUSINESS GOALS?

Bettersoftware 2014 @j8matteo

USERS SHOULDN’T DEFINE MY PRODUCT

I CHOOSE MY AUDIENCE

I BUILD MY PRODUCT

Bettersoftware 2014 @j8matteo

I SHOULD BRING TO ME VALUABLE USER

NOT EVERYONE

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CREATING MY

BUYER EXPERIENCE

Bettersoftware 2014 @j8matteo

STRESS USERS

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STRESS USERS NATURAL SELECTION

Bettersoftware 2014 @j8matteo

STRESS USERS NATURAL SELECTION REVERSED PARADIGM

Bettersoftware 2014 @j8matteo

STRESS USERS NATURAL SELECTION REVERSED PARADIGM DETOXIFY FROM USERS

Bettersoftware 2014 @j8matteo

HOW?

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CONTENT IS KING

Bettersoftware 2014 @j8matteo

Bettersoftware 2014 @j8matteo

THE RIGHT CONTENT IN RIGHT TIME IN RIGHT PLACE BECOMES HELPFUL NOT ORDINARY

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THE APPROACH

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ATTRACT

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CONVERT

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CLOSE

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DELIGHT

SALES FUNNEL

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Bettersoftware 2014 @j8matteo

3 LEVEL OF ENGAGEMENT

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LEAD NURTRING FEED YOUR POTENTIAL CLIENTS INCREASE RELATIONSHIP

Bettersoftware 2014 @j8matteo

Bettersoftware 2014 @j8matteo

REAL CASE – BLOG

IDENTIFY AUDIENCE WITH SALES AUDIT

Bettersoftware 2014 @j8matteo

REAL CASE – BLOG

DEFINE BUYER PERSONAS

Bettersoftware 2014 @j8matteo

REAL CASE – BLOG

SET SMART GOALS

Bettersoftware 2014 @j8matteo

REAL CASE – BLOG

SPECIFIC GOALS

BE SURE SET REAL NUMBERS TO REACH

Bettersoftware 2014 @j8matteo

REAL CASE – BLOG

MEASURABLE GOALS

BE SURE YOU CAN TRACK

Bettersoftware 2014 @j8matteo

REAL CASE – BLOG

ATTAINABLE GOALS

BE SURE IS REALISTIC

Bettersoftware 2014 @j8matteo

REAL CASE – BLOG

RELEVANT GOALS

BE SURE IT MATTERS

Bettersoftware 2014 @j8matteo

REAL CASE – BLOG

TIMEBOUND GOALS

BE SURE TO SET A DEADLINE

Bettersoftware 2014 @j8matteo

REAL CASE – BLOG

DEVELOP EDITORIAL PLAN

Bettersoftware 2014 @j8matteo

REAL CASE – BLOG

Giorno Competenza KW Buyer Persona

Content Manager

Step 1 - Argomento/tema Step 1 - CTA Step 2 - Argomento/tema

Step 2 - CTA

01/01/2014 Social network Facebook, Google

plus Giuseppe Al ice

I l nuovo algoritmo di visualizzazione delle pagine di facebook

Scarica il whitepaper La mia pagina non viene vista da nessuno

Vuoi più l ike alla tua pagina facebook?

01/02/2014 eCommerce Anal isi strategica

e-Commerce

Alberto El i sa I 10 punti da monitorare di

un eCommerce

Scopri come migliorare

i l tuo e-Commerce

Perchè un eCommerce

non genera conversioni

Scopri 10 errori che potresti

fare nel tuo e-Commerce

Bettersoftware 2014 @j8matteo

REAL CASE – BLOG

LEAD COLLECTION:

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REAL CASE – BLOG

LEAD COLLECTION: - SAAS like HUBSPOT, OPTIFY, INFUSION

- CUSTOM STACK - CUSTOM SOFTWARE

Bettersoftware 2014 @j8matteo

REAL CASE – BLOG

OK! NOW YOU CAN WIREFRAME

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PRODUCT STRATEGY

ICEBERG

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PRODUCT STRATEGY

ICEBERG

REMEMBER WHEN YOU APPROACH THAT ICEBERG

Bettersoftware 2014 @j8matteo

REMEMBER WHEN YOU APPROACH THAT ICEBERG

FIND BUYER PERSONAS

Bettersoftware 2014 @j8matteo

REMEMBER WHEN YOU APPROACH THAT ICEBERG

MAP THE CONTENT

Bettersoftware 2014 @j8matteo

REMEMBER WHEN YOU APPROACH THAT ICEBERG

FEED YOUR LEADS

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REMEMBER WHEN YOU APPROACH THAT ICEBERG

BUT NEVER NEVER NEVER

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DO AS LEO

OR YOU’LL NEVER WIN AN OSCAR

Bettersoftware 2014 @j8matteo

ONE MORE THING…

Bettersoftware 2014 @j8matteo

Thank You!

Bettersoftware 2014 @j8matteo