Buyer Personas

Article
Lovability: How to Build a Business That People Love and Be Happy Doing It
Lovability shares what Aha! co-founder and CEO Brian de Haaff knows from a career of founding successful technology companies and creating award-winning products: Love is the surprising emotion that product builders cannot afford to ignore. The national bestselling book also reveals the secret behind the phenomenal growth of Aha! and the...
Lovability shares what Aha! co-founder and CEO Brian de Haaff knows from a career of founding successful technology companies and creating award-winning products: Love is the surprising emotion that product builders cannot afford to ignore. The national bestselling book also reveals the secret behind the phenomenal growth of Aha! and the...
Blog
May BOM: Buyer Personas
May’s Box of the Month is buyer personas. Throughout the month we’ll highlight articles, webinars, podcasts and blog posts to help you create archetypical profiles that representing key buyer  populations for your products and services.
May’s Box of the Month is buyer personas. Throughout the month we’ll highlight articles, webinars, podcasts and blog posts to help you create archetypical profiles that representing key buyer  populations for your products and services.
Webinar
Reasessing Your Market Assumptions
What if everything you think you know about your market is wrong?That is the risk companies run when they don’t regularly validate their market assumptions. Recently, Logi Analytics took steps to evaluate whether its long-standing assumptions about the market were correct.
What if everything you think you know about your market is wrong?That is the risk companies run when they don’t regularly validate their market assumptions. Recently, Logi Analytics took steps to evaluate whether its long-standing assumptions about the market were correct.
Webinar
The Key to Building Better Products
It’s frustrating when customers don’t respond to your product the way you hope they will, especially when you can’t pinpoint why. So what exactly does it take to move a product from being good to great?
It’s frustrating when customers don’t respond to your product the way you hope they will, especially when you can’t pinpoint why. So what exactly does it take to move a product from being good to great?
Article
10 Tips for Getting to Know Your Buyers and Users
In this world where smart + connected is becoming the new ordinary, our job is to understand how people (customers, buyers and users) will experience new technologies and how these technologies will shift the experiences of their daily life. Officially titled principal engineers, we are experts respectively in human factors and...
In this world where smart + connected is becoming the new ordinary, our job is to understand how people (customers, buyers and users) will experience new technologies and how these technologies will shift the experiences of their daily life. Officially titled principal engineers, we are experts respectively in human factors and...
Blog
How Personas Can Help in Product Development
In a recent Pragmatic Marketing webinar, Johnathan Lucky, scrum master at Perform Group, presented How the Elephant and 6 Blind People Can Help Articulate Your Product’s Vision. One of the points he covered is the importance of personas for creating your product, gaining engagement among your team, and adequately solving your...
In a recent Pragmatic Marketing webinar, Johnathan Lucky, scrum master at Perform Group, presented How the Elephant and 6 Blind People Can Help Articulate Your Product’s Vision. One of the points he covered is the importance of personas for creating your product, gaining engagement among your team, and adequately solving your...
Blog
The Differences Between a Buyer Persona and a Buyer Profile
There are things that Buyer Personas and Buyer Profiles have in common. There are also important distinctions. Knowing the differences helps you to develop both tools well. And it helps you to stay focused on what’s most important in the development of each tool. Buyer Personas attempt to create a representative person from a population. This person is someone that influences a buying decision for a product. For the purposes of this article I use a market segment as the population. Because a Buyer Person is representative, it is an average – typical. Buyer Personas are a fundamental marketing tool, used to get insight into the people the marketing team wants to influence. They provide a common ‘picture’ that helps in the development of messages and how to deliver those messages. Buyer Personas are not developed through creative writing. You shouldn’t make them up based on opinion. Develop them based on real data from real people in a real market segment. They are often detailed and deliver insights that affect promotional strategy and mediums. Buyer Profiles are a sales tool, used for sales enablement. They deliver market insights to the sales team. Build Buyer Profiles from Buyer Personas. They are brief […]
There are things that Buyer Personas and Buyer Profiles have in common. There are also important distinctions. Knowing the differences helps you to develop both tools well. And it helps you to stay focused on what’s most important in the development of each tool. Buyer Personas attempt to create a representative person from a population. This person is someone that influences a buying decision for a product. For the purposes of this article I use a market segment as the population. Because a Buyer Person is representative, it is an average – typical. Buyer Personas are a fundamental marketing tool, used to get insight into the people the marketing team wants to influence. They provide a common ‘picture’ that helps in the development of messages and how to deliver those messages. Buyer Personas are not developed through creative writing. You shouldn’t make them up based on opinion. Develop them based on real data from real people in a real market segment. They are often detailed and deliver insights that affect promotional strategy and mediums. Buyer Profiles are a sales tool, used for sales enablement. They deliver market insights to the sales team. Build Buyer Profiles from Buyer Personas. They are brief […]
Article
Lessons Learned from 100+ Hours of Persona Interviews
I do a lot of persona interviews. I interview clients and people on behalf of clients. I conduct interviews with customers, buyers and internal teams. Name any job title in the technology industry and I’ve probably interviewed someone in that position. Our team uses these interviews as a basis for getting an...
I do a lot of persona interviews. I interview clients and people on behalf of clients. I conduct interviews with customers, buyers and internal teams. Name any job title in the technology industry and I’ve probably interviewed someone in that position. Our team uses these interviews as a basis for getting an...
Article
Value Propositions That Sell
Customers do not buy features, they buy solved problems. So why do product teams still struggle to communicate coherent and differentiated value propositions that focus on solving the customer’s business pain? A major challenge for product teams prior to launch is the ability to translate features into customer-centric business benefits. We tend...
Customers do not buy features, they buy solved problems. So why do product teams still struggle to communicate coherent and differentiated value propositions that focus on solving the customer’s business pain? A major challenge for product teams prior to launch is the ability to translate features into customer-centric business benefits. We tend...
Article
Getting the Whole Company to Fall in Love with Your Personas
Personas are more than personality profiles filled with statistics and demographics.
Personas are more than personality profiles filled with statistics and demographics.
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