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11Thur.7/26
Ellie Mirman
Mark Kilens
http://learning.hubspot.com/register
2pmEST
How to Most
Effectively UseYour Marketing
Personas
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How to Create & Use Marketing Personas7/19
7/26 How to most effectively use your marketingpersonas
How to create marketing personas
8/2 Reviewing Your Marketing Personas
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Mark Kilens
@MarkKilens
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Ellie Mirman
@ellieeille
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AGENDA
How to create marketing personas
How to start using your marketing
personas
Webinar tasks
Why we need to create marketing personas
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WHY WE
NEED TOCREATE
MARKETING
PERSONAS
1
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Personas are archetypes that describe the
various goals and observed behavior patterns
among your potential users and customers
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Not optional, very necessary
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Alignment across the
organization
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Get the right type of traffic,
leads & customers
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Where people spend their time
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Product development
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Help you relate to your customers
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Personas are not
Influenced by changes in technology
Roles
Target markets
Specific real people
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HOW TO
CREATE
MARKETING
PERSONAS
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Create a Marketing Persona Profile
Persona Name
Professional Information
Role (Titles, Responsibilities)
Company
Goals & Challenges
Watering Holes
Personal Background (Age, Family,Education, Shopping Preferences)Persona Photo
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Questions you need to answer
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Persona Profile ChecklistPersona Detail Questions to AskRole 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?
Company What industry or industries does your company work?What is the size of your company (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?
Personal Background Age, Family (married, children), Education
Shopping Preferences 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?
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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?
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Company
1. What industry or industries does your company
work?
2. What is the size of your company (revenue,
employees)?
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Goals
1. What are you responsible for?
2. What does it mean to be successful in your
role?
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Challenges
1. What are your biggest challenges?
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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?
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Personal background
1. Age
2. Family (married, children)
3. Education
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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?
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Principles of
Persona Profiles
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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 tradeand not so computer-savvy. A computer is just anothertool 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 takingphotos as he explores the city to capture and shareunique views. He would not consider himself anartist but loves to pursue and invest in this hobby.
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2. Keep it Fictional but Realistic
Sonya Pelia
Social Media & SEM
Thermo Fisher Scientific
Kirsten Knipp
Senior Marketing Director
SolarWinds
Bob Marsh
General Manager
Sales Contest Builder/ePrize
This:
Not This:Marketing Mary
VP, Director, or Manager of Marketing
Small or Mid-Sized Company
http://www.sitepal.com/showcaseFrameset.php?url=http://southern-orchid.com/7/30/2019 How to Create Marketing Personas
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3.A Pictures Worth 1,000 Words
family, clothing, car
work space
food,
travel,
hobbies
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4. Tell Stories
Audrey Miller62 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 andhas 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.
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5. Focus on One (or a Few)
Choose 1 Primary Persona
Other Personas Are Secondary
Consider IdentifyingNegativePersonas
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5 Principles of Persona Profiles
1. Focus on Behaviors
2. Keep it Fictional
3. Use Pictures
4. Tell Stories
5. Focus on One
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HOW TORESEARCH
YOURMARKETING
PERSONAS
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Form fields
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Interview customers
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Research your customers
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Lead intelligence
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Listen to sales
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Persona Development Worksheet
G db C t h
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GoodbyeCrutches
Personas -
Tom Schwab
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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
mailto:mkilens@hubspot.commailto:mkilens@hubspot.com7/30/2019 How to Create Marketing Personas
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3
HOW TO
START USINGYOUR
MARKETING
PERSONAS
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Content creation
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Integrate with your website
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4WEBINAR
TASKS
W bi T k
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Webinar Tasks
1
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Use the Persona Worksheet to outline your
marketing personas
Once created, share personas with the restof the company to create alignment
Start researching your marketing personas
4 Send us your persona worksheet by 7/30for a chance to get it reviewed live on 8/2
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QUESTIONS?
H bS t R
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HubSpot Resources
3
http://help.hubspot.com
http://forums.hubspot.com
Settings > Email Notification Settings
12
W t t W t h P i W bi ?
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Want to Watch Previous Webinars?
1
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Watch webinar recordings
Download webinar slides
http://learning.hubspot.com/webinars/
4 Download webinar resources
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THANK
YOU.