Now that you've completed the Market course, it's time to turn your lessons into habits by building a Buyer Persona.
Why Are Buyer Personas Important?
Buyer Personas align your sales, marketing, and product teams with your target audience's needs. They help you communicate how your product addresses specific challenges, refine product positioning, and tailor messaging. This ensures your efforts are targeted and effective throughout the buyer's journey.
Next Steps:
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Conduct Interviews: Start small. Work with your sales or client service team to identify 4-8 recent clients for interviews. These insights are key to understanding your buyers.
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Prepare Thoroughly: Schedule 30-minute interviews using tools like Calendly. Use transcription tools like Fathom or Otter to record, or have a colleague take notes. Customize the Buyer Persona template for your product and prepare key questions.
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Create and Refine: Use tools like Dovetail or Miro to analyze feedback and identify patterns. Draft an initial persona and refine it with input from your sales and client service teams. Pragmatic example here. Peer examples here.
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Set an Update Schedule: Update personas 1-2 times per year or when significant market changes occur, like new competitors or tech advances.
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Measure Success: Implement personas in marketing and sales. Identify at least three active customers who match these profiles to ensure relevance and effectiveness. Peers add additional measurement tips here.
Pro Tip:
Buyer Personas are closely tied to the Buyer Journey. They both require market data that can be collected in the same interviews. Conduct the projects simultaneously to make the best use of your time.