Humanize Marketing

with Buyer Personas

Tony Zambito, authority and published author on the topic of personas

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About Me

•Career as VP Marketing, VP Sales, and pioneered VP Customer Management in early ‘90’s •Involved in Silicon Valley Human-Centered and User-Centered Design movement in mid-90’s where personas originated •Introduced original buyer persona concept and methodology in 2001 specific to marketing and sales •Have conducted well over 1,000 buyer interviews in the last 12 years •Helped leading Fortune 100 global companies to start-ups

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Jenna Thomas

Jenna’s Human Story

Goals

Experience

Context Scenarios

Mental Models

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Jenna Thomas

Jenna’s Buyer Profile

Buying Criteria

Initiatives

Objections

KPI’s

Jenna Thomas

Jenna’s Buyer Profile

Buying Criteria

Initiatives

Objections

KPI’s

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*Fortune Knowledge Group Study – 720 Senior Executives

*

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Jenna Thomas Senior Director Finance Operations

Scenario A ----------------------------------------------------------------------------------------------------------------------------------------------------------------

Scenario B ----------------------------------------------------------------------------------------------------------------------------------------------------------------

Scenario C ----------------------------------------------------------------------------------------------------------------------------------------------------------------

Finding Talent

Inventory Outages

Missing Financial Closing Deadlines

Jenna Thomas Senior Director Finance Operations

Scenario A ----------------------------------------------------------------------------------------------------------------------------------------------------------------

Scenario B ----------------------------------------------------------------------------------------------------------------------------------------------------------------

Scenario C ----------------------------------------------------------------------------------------------------------------------------------------------------------------

Finding Talent

Inventory Outages

Missing Financial Closing Deadlines

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Jenna Thomas Senior Director Finance Operations

Personal Goals

Business Goals

Experience Goals

Goal-Directed Behaviors Drive Decisions

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Jenna Thomas Senior Director Finance Operations

Attitudes

Perception

Learning

Mental Models

A person’s view of how the world world works

influences their choices

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Jenna Thomas Senior Director Finance Operations

Scenario A ----------------------------------------------------------------------------------------------------------------------------------------------------------------

Scenario B ----------------------------------------------------------------------------------------------------------------------------------------------------------------

Scenario C ----------------------------------------------------------------------------------------------------------------------------------------------------------------

Finding Talent

Inventory Outages

Missing Financial Closing Deadlines

Path 1

Path 3

Path 2

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Buyer persona development goes beyond profiling and intelligence gathering. Buyer persona development is a human-centered approach intent on listening to the human stories influencing how businesses and people make choices. Allowing organizations to be guided by human insights and to keep human goals at the center of marketing.

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Guide To Buyer Persona Development

http://tonyzambito.com/resources/master-buyer-personas/

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Humanize Your Brand

http://tonyzambito.com/resources/humanize-brand/

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Need Help?

http://tonyzambito.com/help/

@tonyzambito

https://www.linkedin.com/in/tonyzambito

http://tonyzambito.com/contact/

More Information

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