Audiences & personas
Who decides, who influences, who uses? We sharpen your audiences with data from sales, analytics and interviews.
Personas people actually work with
Many persona documents end up in a folder after the workshop and are never opened again. That is rarely the method's fault and usually down to personas that were too many, too alike or too invented.
So we work with few, clearly distinguishable profiles built from existing data, with the separation between those who decide, those who influence and those who ultimately use. In B2B especially, those are rarely the same people.
What the profiles are built from
Sales
Who enquires, who buys, who walks away? And with what reason? The most honest source usually sits in the building.
Analytics and search
Which topics pull people in, with which questions do they arrive, on which devices and through which channels?
Interviews
Conversations with customers and non-customers. They surface the motives that numbers never show.
Condensing into personas
From those sources come a few clearly distinguishable personas with roles, goals, obstacles and decision paths.
The outcome
Personas that marketing and sales use day to day: as a yardstick for content, as a filter for campaigns, and as shared language between departments that otherwise talk past each other.
They are also the precondition for the next module: without a clear picture of the people, no reliable customer journey can be drawn.
Audiences & personas is module 04 of six in the Game Plan and the basis for the customer journeys.
Your contact
Managing Director & Digital Business Strategist
Managing Director and digital business strategist, with netzstrategen since 2016. Her expertise: market research, strategy definition, audiences and customer journeys. Previously head of project management and new media at daily newspaper publishers. At home in B2B manufacturing and media & publishing.
Do you know who really decides?
30 minutes, free. We assess where you stand and which modules you need.