Buyer vs User Personas @ Better Software 2014

BUYER VS USER PERSONAS

Bettersoftware 2014 @j8matteo

THIS IS MY PERSONA


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

www.fevr.it

MY FIRST TIME


MY FIRST USER PERSONAS


«I DON’T MIND ABOUT HIM»


WHO’S A BUYER? WHO’S A USER?


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


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


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


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


USERS SHOULDN’T DEFINE MY PRODUCT

I CHOOSE MY AUDIENCE

I BUILD MY PRODUCT


I SHOULD BRING TO ME VALUABLE USER

NOT EVERYONE


CREATING MY

BUYER EXPERIENCE


STRESS USERS


STRESS USERS NATURAL SELECTION


STRESS USERS NATURAL SELECTION REVERSED PARADIGM


STRESS USERS NATURAL SELECTION REVERSED PARADIGM DETOXIFY FROM USERS


HOW?


CONTENT IS KING



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


THE APPROACH


ATTRACT


CONVERT


CLOSE


DELIGHT

SALES FUNNEL



3 LEVEL OF ENGAGEMENT


LEAD NURTRING FEED YOUR POTENTIAL CLIENTS INCREASE RELATIONSHIP


REAL CASE – BLOG

IDENTIFY AUDIENCE WITH SALES AUDIT


REAL CASE – BLOG

DEFINE BUYER PERSONAS


REAL CASE – BLOG

SET SMART GOALS


REAL CASE – BLOG

SPECIFIC GOALS

BE SURE SET REAL NUMBERS TO REACH


REAL CASE – BLOG

MEASURABLE GOALS

BE SURE YOU CAN TRACK


REAL CASE – BLOG

ATTAINABLE GOALS

BE SURE IS REALISTIC


REAL CASE – BLOG

RELEVANT GOALS

BE SURE IT MATTERS


REAL CASE – BLOG

TIMEBOUND GOALS

BE SURE TO SET A DEADLINE


REAL CASE – BLOG

DEVELOP EDITORIAL PLAN


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


REAL CASE – BLOG

LEAD COLLECTION:


REAL CASE – BLOG

LEAD COLLECTION: - SAAS like HUBSPOT, OPTIFY, INFUSION

- CUSTOM STACK - CUSTOM SOFTWARE


REAL CASE – BLOG

OK! NOW YOU CAN WIREFRAME


PRODUCT STRATEGY

ICEBERG

REMEMBER WHEN YOU APPROACH THAT ICEBERG



FIND BUYER PERSONAS



MAP THE CONTENT



FEED YOUR LEADS



BUT NEVER NEVER NEVER


DO AS LEO

OR YOU’LL NEVER WIN AN OSCAR


ONE MORE THING…


Thank You!


Buyer vs User Personas @ Better Software 2014

Marketing

Transcript of Buyer vs User Personas @ Better Software 2014