CREATINGBUYER PERSONAS

FOR YOUR BUSINESS

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What are Buyer Personas?

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Buyer personas are fictional, generalized representations of your ideal customers. They help you understand your customers (and prospective customers) better, and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different groups.

The strongest buyer personas are based on market research as well as on insights you gather from your actual customer base (through surveys, interviews, etc.). Depending on your business, you could have as few as one or two personas, or as many as 10 or 20. (Note: If you’re new to personas, start small! You can always develop more personas later if needed.)

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How Do You Create Buyer Personas?

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Buyer personas are created through research, surveys, and interviews of your target audience. That includes a mix of customers, prospects, and those outside of your contact database who might align with your target audience.

Here are just some ways to gather the information you need to develop personas:

● Interview customers either in person or over the phone to discover what they like about your product or service.

● Look through your contacts database to uncover trends about how certain leads or customers find and consume your content.

● When creating forms to use on your website, use form fields that capture important persona information.

● Take into consideration your sales team's feedback on the leads they are interacting with most.

Traits

Tech Savvy

Marketing Savvy

Seniority

Visually Driven

Data Driven

Risk Tolerance

Ambition

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“We have a relationship with our customer, and that relationship translates into sales.” - Richard Hayne

Demographics ● Male, 40–50● Income: $100,000–$115,000 + Commission● Married, 3 Children (Ages 12, 10 and 7)

BiographyVance is the VP/director of sales at a professional services company where he leads pipeline growth for the $100+ million business. He's responsible for increasing pipeline quality and expanding market share. He and his team believe their existing sales process works well enough, so he’s not willing to rock the boat and make a big change.

Vance , 40 Vice President/Director of Sales

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Identifiers● Generally known as a people-person● Often the “face” of the organization at

speaking events and/or conferences ● Strong relationship builder ● Accustomed to doing things his own way;

resistant to changing the sales process

Background

● Oversees sales teams● Reports to the owner/CEO● Generally drives all sales initiatives within

his company, focusing primarily on the sales process

● Has typically been promoted from a more junior sales role

Goals & Objectives● Work with his team to hit sales quotas

and close deals● Build stronger, long-lasting

relationships with new clients/customers/partners

● Work with his team to nurture leads and grow the sales pipeline

Pain Points

● Being pressured by ownership to perform at a high level

● Dealing with a team that's often resistant to changing the sales process

● Not getting the assistance he needs from his marketing team

Vance, 40Vice President/Director of Sales

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Vance, 40Vice President/Director of Sales

Objections● Resistant to changing the sales process● Doesn't have budget● Ownership does not believe in or see

the value of marketing

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Vance is having a down quarter and is

worried he’s not going to hit his numbers

He googles ‘Sales and Marketing Alignment for

Better Leads’

He sees a result for a SyncShow blog post

on the topic of lead & pipeline quality and

clicks to read the post

He reads the post, and sees a call-to-action to request a consultation with Syncshow’s team

He fills out the form on the Request a

Consultation page

He receives a follow-up email that thanks him and provides what he can expect in terms

of next steps.

Buyer’s Journey

Marketing MessageYour website is the first salesperson prospects encounter, so it needs to act like an extension of your sales team. We have the expertise and one-of-a-kind processes to ensure it does.

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Give it a try!

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We’ve provided a blank template for developing a persona.

We’ve also provided a slide on social media to help you start to think about where your personas hangout online.

(If you need more, select the slides on the left-hand side, right click, and choose “Duplicate” or simply copy and paste)

Free Template:syncshow.com/persona-template

Traits

Tech Savvy

Marketing Savvy

Seniority

Visually Driven

Data Driven

Risk Tolerance

Ambition

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Demographics ● [you type here]

Biography[you type here]

[Insert a real quote about goals, challenges, etc.]

[Persona Name][Job Title]

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Identifiers

● [you type here]

Background

● [you type here]Goals & Objectives

● [you type here]

Pain Points

● [you type here]

[Persona Name][Job Title]

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Marketing Message[you type here]

Objections● [you type here]

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[you type here] [you type here] [you type here] [you type here]

[you type here][you type here][you type here][you type here]

Buyer’s Journey

[Persona Name][Job Title]

Social MediaUnderstand what your personas are most likely to engage

with and where.

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Key

PERSONA TOUCHPOINTS: SOCIAL MEDIA

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TOUCHPOINT Vance [Persona Name] [Persona Name]

Facebook ◯

Instagram ◯

Twitter ◐

YouTube ◐

LinkedIn Company Page ⬤

LinkedIn Personal Pages ⬤

LinkedIn Groups ⬤

Will engage May engage Will most likely not engage◐⬤ ◯

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Now What?

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How are you going to get Vance there?

How are you going to convert Vance once he’s there?

What are you going to do once he leaves?