Create a Buyer Persona and Journey
Make it easier to market, sell, and achieve product-market fit with deeper buyer understanding.
Member Challenge
- Contacts fail to convert to leads because messaging fails to resonate with buyers.
- Products fail to reach targets given shallow understanding of buyer needs.
- Sellers' emails go unopened and attempts at discovery fail due to no understanding of buyer challenges, pain points, and needs.
Our Advice
Critical Insight
- Marketing leaders in possession of well-researched and up-to-date buyer personas and journeys dramatically improve product market fit, lead gen, and sales results.
- Success starts with product, marketing, and sales alignment on targeted personas.
- Speed to deploy is enabled via initial buyer persona attribute discovery internally.
- However, ultimate success requires buyer interviews, especially for the buyer journey.
- Leading marketers update journey maps every six months as disruptive events such as COVID-19 and new media and tech platform advancements require continual innovation.
Impact and Result
- Reduce time and treasure wasted chasing the wrong prospects.
- Improve product-market fit.
- Increase open and click-through rates in your lead gen engine.
- Perform more effective sales discovery and increase eventual win rates.
Research & Tools
Start here – read the Executive Brief
Our Executive Brief summarizes the challenges faced when buyer persona and journeys are ill-defined. It describes the attributes of, and the benefits that accrue from, a well-defined persona and journey and the key steps to take to achieve success.
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Create a Buyer Persona and Journey – Executive Brief
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Create a Buyer Persona and Journey – Phases 1-3
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1. Drive an aligned initial draft of buyer persona
Define and align your team on target persona, outline steps to capture and document a robust buyer persona and journey, and capture current team buyer knowledge.
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Buyer Persona Creation Template
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Buyer Persona and Journey Interview Guide and Data Capture Tool
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2. Interview buyers and validate persona and journey
Hold initial buyer interviews, test initial results, and continue with interviews.
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3. Prepare communications and educate stakeholders
Consolidate interview findings, present to product, marketing, and sales teams. Work with them to apply to product design, marketing launch/campaigning, and sales and customer success enablement.
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Buyer Persona and Journey Summary Template
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