Personas

www.4imprint.com

Infographic created by www.4imprint.com, based on the Personas Blue Paper®. Download Blue Paper at: http://info.4imprint.com/blue-paper/personas/

Sources:

Eisenberg, Bryan. "Content Marketing Personas." Bryan Eisenberg. N.p., 7 Sept. 2012. Web. 16 Sept. 2014. <http%3A%2F%2Fwww.bryaneisenberg.com%2Fcontent-marketing-personas%2F)>.�

Revella, Adele. "Got Buyer Personas? 44% Say Yes, but 85% Aren't Using Them Effectively." Buyer Persona Institute Blog. Buyer Persona Institute, 6 Aug. 2014. Web. 23 Oct. 2014. <http://www.buy-erpersona.com/2014/08/got-buyer-personas-44-say-yes-but-85-arent-using-them-effectively.html>.

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Walk a mile in your customers’ shoes with

Visual, fictional stories that describe your actual customers

Just as the right hiking boot can help increase performance, personas can help organizations:

To ensure adequate representation of segments, identify and interview:

Measure for effectiveness, refine and update as needed.

GET STARTEDSTEP 1

BRAINSTORMSTEP 2

RESEARCHSTEP 3

IDENTIFY AND PRIORITIZESTEP 4

PUT YOUR PERSONAS TO WORKSTEP 7

MEASURE AND REFINESTEP 8

Segment your target audience by:

Ask interviewees about:

A process for key stakeholder buy-in:

DISCUSS AND FINALIZESTEP 6

8 Steps to

Perfect Personas

WRITESTEP 5

Identify potential personas and choose 3–7 per business line.

North American companies will use personas in

the next year

29% 29%

Connect with the customersyou’re targeting

Create targeted

and response-driven messages

for key audiences

Shift their perspective to the customers’

Gain insight into customer decision-making

Brainstorm traits for

each segment

Group traits

by similar characteristics

Use groupsof traits

as persona foundation

Stamp of approval

Distribution

Team and leadership review

Feedback

Maximize the impact of your personas:

Fully integrate personas into your buyer lists and business processes Reallocate

ad spend with personas in mind

“Hiking is my thing.

I’d give anything to

be outdoors.”

Customer profile

Age: 28

Status: Single

Income: $48,000

Occupation: Outside Sales

Demographics Life�yle BuyerBehaviorLocation

Detail real customer

needs, wants and pain

points

Personas should:

buyers thatmatch keysegments

buyers thatdon’t matchkey segments

steer clear!(of stereotypes)

Jake

Shift people resources to allow for

relevant, engaging communication