“She who knows her customers, rules the market.”

Rule the Market: How to Use

Buyer Personas to Win the Game

Know Your Customers

Steve Tulman

Chief Revenue Officer

UNOapp & Digital Menubox

Steve@unoapp.com

P: 416 949 7838

Twitter: @steventulman

www.unoapp.com

• When buyer personas were first launched

in 2002, which group or business division

was the biggest advocate of this research

and development process?

Who Uses it?

• Which corporate group put up the most

resistance to this new concept?

What is a Buyer Persona?

• Your Customer

• What they want/need

• Their personalities

• What type of content they engage with

• What channels the engage on

• How you need to reach out to them!

Sales occur when the right audience

gets the right message at the right time

on the right channels.

Persona Matters

Talk to top-performing

sales reps, customer

service reps, and

marketing reps

Use info to create a

range of different

personas

Get insight on buyer

behaviour and

characteristics

Attempting to sell and market your product to people who

would never buy it is completely irresponsible and a waste of

shareholder money.

Creating the Right Buyer Persona

Who are you

selling to?Who is

buying?

What

questions

are

buyers

asking?

How do buyers

communicate?

What

pains do

buyers

have?

What are

the buyer’s

journeys?

What

companies

do they

work for?

Primary

ResearchCRM and

marketing

automation

reports

Look-alikesWins and

LosesCase

Studies

Customer

Surveys

Meet with the teams

regularly to review

and refine personas

Use CRM and

marketing automation

tools to track success

With personas, businesses can be more strategic in catering

to each audience, internalize the customer that they are

trying to attract, and relate to them as human beings.

Creating the RightBuyer Persona

Creating the Right Buyer Persona - Example

Is ALL This Info Necessary?

• Hobbies

• Real quotes from interviews with customers

• Computer literacy

• Where they get their news

• Blogs they read

• Social media sites they use and groups they’re

apart of

• Frequency of social media use and time of day

Takeaways

• Marketing personas will help you understand your audience.

• Include Sales, Marketing, and Customer Service to come up with the personas

• Define at least 3-5 personas

• Sales, Marketing & Customer service initiatives need to be aligned with one another

• Right Message + Right Audience + Right Channels+ Right Times Result = Better customer experience and more engaged users.

Thank You!

Steve Tulman

Chief Revenue Officer

UNOapp & Digital Menubox

Steve@unoapp.com

P: 416 949 7838

Twitter: @steventulman

www.unoapp.com