Using Buyers’ Personas:Attract, Convert and Acquire Ideal Clients

Marketing Agency Training Program

October 2010

Peter Caputa IV

Partner Program Manager

Twitter: @pc4media

pcaputa@hubspot.com

Agenda

• What’s HubSpot & Value Added Reseller Program?• What is a Persona• Why Are Personas Useful• How to Develop Personas of Your Own• Case Study: The HubSpot Personas• Developing a Service Offering• Getting Help

What’s HubSpot?

• Inbound marketing software + training• Over 3,000 customers in 3 years• 180+ employees

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Who are the HubSpot Value Added Resellers (VAR)?

• Group of 200+ marketing agencies and consultants who leverage HubSpot software to more effectively and efficiently provide value to their clients.

• Support for developing new services, building lead funnel, sales and customer support and assistance, ensuring customer ROI and success.

• Margin share of 20% on all deals for the life of the customer

• Additional benefits for VARs who bring on 3+ customers and maintain high customer success rates.

A Group that Wants to Change How the World Does Marketing!

Agenda

• What’s HubSpot & Value Added Reseller Program?• What is a Persona• Why Are Personas Useful• How to Develop Personas of Your Own• Case Study: The HubSpot Personas

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The Dictionary Definition

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Wikipedia’s Take on Personas….

Okay, So What’s the Sixty Second Definition?

• A persona is a fictional character you create that represents your users/customers

• Generally a representation of your real users/customers• Includes everything from their needs, motivations,

concerns and goals – anything that influences how they think about you or your product

• You can have more then one user/customer persona for your company

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When Should You “Channel” Your Persona?

• Developing marketing strategies • Having direction for content creation• Changing & building products• Designing your website • Creating marketing resources/materials• Doing keyword research and on page SEO• Targeting social media activities • Figuring out positioning statements & how to address

pain points• Building compelling offers and landing pages• Determining sales processes • And more!

Agenda

• What’s HubSpot & Value Added Reseller Program?• What is a Persona• Why Are Personas Useful• How to Develop Personas of Your Own• Case Study: The HubSpot Personas• Developing a Service Offering• Getting Help

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Help to: Keep Everything Aligned

Everyone needs to be marching to the same

beat (persona)!

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Help to: Determine What is a Priority

It’s easy to start trying to please EVERYONE and in the process, meeting NO ONE’S needs and causing a traffic

jam!

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Help to: Keep the Focus on the Customer

Don’t be self reflective, it’s not about what YOU want, it’s what your CUSTOMER wants!

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Help to: Have a “Face” to Identify With

It’s easier to identify with a PERSON then it is with just an IDEA/CONCEPT

Agenda

• What’s HubSpot & Value Added Resellers Program?• What is a Persona• Why Are Personas Useful• How to Develop Personas of Your Own• Case Study: The HubSpot Personas• Developing a Service Offering• Getting Help

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Step One: Brainstorm Who Your Customers Are

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Step Two: Group Together Similar Personas

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Step Three: Prioritize Who Matters The Most

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Step Four: Create Each Persona – Get Detailed!

Agenda

• What’s HubSpot & Value Added Reseller Program?• What is a Persona• Why Are Personas Useful• How to Develop Personas of Your Own• Case Study: The HubSpot Personas• Developing a Service Offering• Getting Help

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Meet Mary and Ollie!

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All About Mary!

• Work Life: – Title: “Director/VP of Marketing/Marcom– Expert at “outbound marketing”, 15+ years experience– Skilled at PR and branding

• Uses the web for:– Photo sharing of kids photos with friends– Emailing (Outlook and Hotmail, not Gmail)– Research/news via web and email (not RSS)

• Personal:– 42 years old, married, 2 kids ages 10 and 6– Enjoys travel, drives an SUV, likes her iPod Nano– Wears “business casual” from Banana Republic and Ann Taylor

• HubSpot– Wants to learn “inbound marketing”– Needs her life to be easier, wants tools that help her – Doesn’t like to tinker or “Beta” products– Needs reports for her CEO

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Who Is Ollie?

• Work Life: – Owner of a SMB (1-20 people) with 0-5M revenues– Does not have a dedicated marketing person– Used to having to do it all– Maybe has a very basic site

• Personal:– 45 years old, married for a very long time, older kids– Enjoys Sunday football, grilling outside– “Master of His Domain”– Blunt, no nonsense and self confident– Likes to do it his way

• HubSpot– Doesn’t necessarily want to know how to do inbound marketing– Used to having people “pitch” him– Possibly has been taken advantage of by a web “guru”

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How We Use Personas: Sales Angles

Questions to Ask Mary

• How do you know which of your marketing efforts are resulting in leads?

• How do you create reports for senior management? Would you like that to be easier?

• Did you know we have a lot of free resources for customers to teach them about inbound marketing?

Questions to Ask Ollie

• How do you manage your website? Would it be easier if you could do it yourself?

• Do you get a lot of leads through your website?

• How do customers find you today?

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How We Use Personas: Product Features

Features that Appeal to Mary

• Blog Analytics • Email Marketing

Templates• Sources • HubSpot Integration with

Salesforce • Lead Intelligence• Lead Segmentation• And more…

Features that Appeal to Ollie

• CMS• Landing Page wizard • Call to Action creation • Closed Loop Lead

Tracking• Page Grader• Social Media Integration• And more…

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How We Use Personas: Marketing Collateral

Collateral for Mary

• Case Study for Mary: Healthcare solutions company saves from PPC Spending with HubSpot

• Webinar for Mary: How to improve your sales and marketing alignment

• Blog Article for Mary: 3 ways Facebook’s pending page changes affect marketers

Collateral for Ollie

• Case Study for Ollie: Day spa quadruples traffic & Generates 200 leads with HubSpot

• Webinar for Ollie: Marketing in a recession

• Blog Article for Ollie: How to create a successful business blog in minutes

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Your “Homework” : Did You Guess Correctly?

?

Agenda

• What’s HubSpot & Value Added Resellers Program?• What is a Persona• Why Are Personas Useful• How to Develop Personas of Your Own• Case Study: The HubSpot Personas• Developing a Service Offering• Getting Help

Develop a Service Offering

Example: http://www.admarco.net/buyer-persona

Agenda

• What’s HubSpot & Value Added Resellers Program?• What is a Persona• Why Are Personas Useful• How to Develop Personas of Your Own• Case Study: The HubSpot Personas• Developing a Service Offering• Getting Help

How to Get Help…

Learn the Value of the HubSpot Software…

• As a Marketing agency or consultant, you have access to longer trials IF you are interested in becoming a HubSpot Partner/Value Added Reseller

• Start a 30 day free trial for your website. http://bit.ly/99SOv or client: http://bit.ly/7bENS

• Gives you access to http://success.hubspot.com

Ask for Help…

• Request a Consultation with a Senior Member of the HubSpot Team to discuss your skills, goals, etc: http://www.hubspot.com/partners/marketing-agency-consultation-request

• Apply for Sales Development Program: http://www.hubspot.com/partners/marketing-agency-sales-development-program/

List of Upcoming Classes/Link to Recordings

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http://www.hubspot.com/partners/training-program/classes

Weekly Email about Upcoming Classes - Thursday

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Live Webinar: Every Tuesday @ 1PM EST

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Additional Webinars SOMETIMES on Thursday at 2PM EST

Register for Weekly Class(es) to Get Login

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Some Homework & Recorded Stuff Too…

Download: http://www.hubspot.com/partner-program--inbound-marketing-calculator