Building & Perfecting

Customer Profiles

JAX HUG

Drew Himel PRESIDENT & CEO

PCR AGENCY

SPEAKER

Morgan Jenkins MARKETING STRATEGIST

PCR AGENCY

HUG LEADER

FIRST THINGS FIRST

Jacksonville HUG WebsiteLinkedIn Group

morgan@pcragency.com

CONNECT

FIRST THINGS FIRST

4 meetings per year (1 per quarter) Speakers Welcome

HubSpot Professionals

MEET UP

Next Meetup: Thursday, 5/19/16

Building & Perfecting

Customer Profiles

ON TO THE GOOD STUFF

HOW

WHAT

WHY

WHAT ARE CUSTOMER PERSONAS?

Customer Persona/ˈkəstəmər pərˈsōnə/

A semi-fictional representation of your ideal customer based on market research and real data about your existing audience.

IDEAL USERDemographic

Attitude BehaviorSee: Buyer Persona

WHAT ARE CUSTOMER PERSONAS?

They guide product & service

development

They paint a wellresearched

picture

They create valuable, focused

content

They align your business and

marketing goals

HOW TO BUILD CUSTOMER PROFILES

Five Easy Steps

DEVELOP PERSONAS IN FIVE EASY STEPS

1 2 3 4 5Identify what

questions to ask

Determine research methods

Compile research and

answers

Complete the Persona

Worksheet

Use Hubspot Lead

Intelligence

DETAIL QUESTION TO ASK

Role

● What is your job role? Your title?

● What is a typical day for you?

● What skills are required?

● What knowledge and tools do you use?

● Who do you report to? Who reports to you?

Company/Organization● What industry or industries does your company work/is your role in?

● What is the size of your company/organization (revenue, employees)?

Goals● What are you responsible for?

● What does it mean to be successful in your role?

Challenges ● What are your biggest challenges?

Watering Holes

● How do you learn about new information for your job?

● What publications or blogs do you read?

● What associations and social networks do you belong?

Background ● Age, Family (married, children), Education

Purchasing Behaviors

● How do you prefer to interact with vendors? (email, phone, in person)

● Do you use the internet to research vendors or products? If yes, how do

you search for information?

IDENTIFY THE QUESTIONS

TO ASK

1

DETERMINE RESEARCH METHODS2INTERVIEW CURRENT CUSTOMERS

They are the non-fictional embodiment of your personas

TALK TO YOUR SALES TEAMThey are well-versed in your customers’ pain points, need

and interactions of your brand

USE HUBSPOT LEAD INTELLIGENCEBecause it’s awesome and super-duper helpful

HUBSPOT LEAD INTELLIGENCE!Content offers thatinterest them

Topics they read about

Types of content they gravitate to

The social networks they use and how

COMPILE RESEARCH3BUCKET

FINDINGS

Collecting data in one place

reveals trendsand similarities

RESEARCH TOOLS

ExcelGoogle Sheets

Evernote

COMPLETE PERSONA

WORKSHEET

4

TRANSFORM WORKSHEETS5FOCUS ON BEHAVIORS

Focus on motives behind behaviors

KEEP PERSONAS FICTIONAL BUT REALISTICNo one has a one-size fits all customer

TELL A STORYDon’t just list facts about them

FIVE CHAPTER

STORY

!Job and demographic information

What does a day in their life look like?

What are their challengesor pain points?

Where do they go for information?

What common objectives do they have with your product?

1

2

3

4

5

SAMPLE PERSONA

He lives in the suburbs with his family and is the owner of his own business that he started after 20 years of experience in his industry. He only has a few employees (if any) and spends most of his days keeping the business running and doing sales. Ollie is his business, he wears many hats, he's the face of the company, and he puts in long hours - even digging into some finance operations on the weekend. When he’s not working on his business, he’s working on refinishing his basement.

Ollie has no experience with marketing and has hired an outside webmaster (or his son/daughter/wife) to set up a website and design direct mail. He wants to generate more sales for his business, and is interested in how he can use his website to help him get there.

He’s beginning to use LinkedIn to connect with other small business owners, but he’s worried he won’t be able to or have time to use marketing software or services himself and that people in his industry aren’t “this advanced.” Ollie wants to be in control of the sales process and needs to trust the company he’s buying from.

Mid 40’s • Married • $60k • 2 ChildrenOLLIE OLERSON

YOU CREATE A PERSONA, HUBSPOT

CREATES:

Persona Profile1

2

3

Contact Property

Four Lists

ADDING PERSONAS TO FORMS

Any time this property appears on a form, contacts can self-identify

CREATE NEW PERSONA

DESCRIBE YOURSELF

To get on a list, contacts can manually be assigned to personas, be imported, or can opt-in on forms.

PERSONAS BY LIFECYCLE LISTS

THINGS TO REMEMBER

ABOUT CUSTOMER PROFILES

They require research and effort 1

2

3

They should be fictional, yet representative of your real customers

They should be used as a foundation for your content generation

4 They change overtime