How Well Do You Know Your Customers?

Develop Buyer Personas to Create Smarter

Strategies

Who are your best customers?

Get into your customers’ mindset

What motivates them?

What do they value?

How are your customers alike?

How are they different?

What journey does each customer take?

Step 1: Define your customer segments

Geography?

Income?

Age?

Job Title?

Industry?

Company Size?

Start with initial assumptions

Build on those assumptions by talking to your front lines.

Back into your assumptions

What value do you provide?

How are you different?

Step 2: Validate

Talk to customers!

• How did you find us?

• Who else did you consider?

• How did you evaluate your options?

• Who else weighed in?

• Why did you select us?

• Why do you stay with us?

• What about your experience with us is most important to you?

Ask:

Did you learn anything new?

Step 3: Document Each Persona

Your Goal: Actionable Insights!

What do your customers want?

Why do your customers buy?

How can you tip the scales?

Step 4: Share the Personas

• Content creation

• Messaging/brand story

• Advertising strategy

• Keyword strategy/SEO

• Sales conversations

• Account management

• Customer service

• New product development

Let these personas shape a new perspective across your organization:

Thank you!

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