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Buyer Persona Masterclass 2.0
Cover of the book titled Buyer Personas by Adele Revella
Learn the industry’s #1 method and become a buyer persona expert
Are you ready to build your buyer persona expertise and be recognized for your accomplishment? Attend our online workshop to learn the industry's #1 method for gaining actionable insight into buying decisions and the people who make them. Within a few hours, you can acquire the skills and knowledge required for certification as a Buyer Persona Subject Matter Expert.
Become a Certified Buyer Persona Expert
Have you noticed how many companies are seeking marketing professionals who understand buyer personas? To help you earn the recognition you so richly deserve, we offer an online knowledge assessment at the conclusion of the workshop. You won’t want to miss this opportunity to assess your new learning and display a Buyer Persona Subject Matter Expert badge on your resume or LinkedIn profile.
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What You Get
Video instruction and 17 comprehensive tools for every aspect of persona development 2 templates and 3 case studies to ensure you don't build too many personas 12 tips for capturing compelling insights from as few as 10 interviews 4 guidelines to help you convince your stakeholders about the need for personas A detailed interview guide to help you quickly master this unique approach A Buyer Persona Subject Matter Expert badge for your resume or LinkedIn profile 3 examples of completed templates plus an example buyer interview
What You'll Learn
Why insight into your buyer's decision is missing in most personas How 5 Rings of Buying Insight reveal your buyer's experience What you can do with the 5 insights to guide your sales and marketing engagement Why it’s important to think about your goals for personas before you build them How to decide which people you need to interview and how many interviews it will take Learn how to design a study that tells you how many personas you need and how to prove it Why you need to be thoughtful about how you source your interviews How to find people to interview and persuade them to talk to you What to do to confirm the interview appointment and prepare for success Why surveys and focus groups don't work and how this method is unique How to use the interview guide to walk buyers through every step in their journey Why and how your stakeholders need to experience your buyer's story How to choose quotes from the interviews and find patterns that reveal personas How to ensure your personas explain what buyers want from engagement with you Why you need to segment buyers based on their buying experience How to use your interview results to choose the right number of personas Tips for explaining the value of buying insights to your stakeholders or clients Consequences when companies don’t understand their persona's buying experience The future of buyer personas and how to assure they achieve their highest potential
Agenda/Curriculum *
8 Recorded Modules
MODULE 01 Introduction
In this workshop overview, we'll explain the importance of building buyer personas around the buying experience. You’ll understand why buyer profiles that merely describe the buyer result in too many personas and not nearly enough actionable insight. (8:35 video)
MODULE 02 5 Rings of Buying Insight
Learn about the critical insights that define your persona's decision to evaluate a solution like yours. We'll help you differentiate each of these categories of insight and explain how you can use them to deliver the sales and marketing interactions your buyers are seeking. (9:47 video)
MODULE 03 Design Your Buyer Persona Study
Learn which buyers you need to interview and how many interviews you will want to conduct. We'll also explain the steps required for a segmented study, which reveals how many personas you need based on differences in your buyers’ approach to their buying decision. (15:41 video)
MODULE 04 Secure Interviews with Buyers
To ensure you get the best insights from every interview, we'll help you consider several approaches for finding buyers to interview. We'll also walk you through the techniques you'll use to persuade buyers to agree to meet with you. (15:05 video)
MODULE 05 Conduct Buyer Interviews
You'll learn how to interview buyers using our unique method, employing probing techniques that prompt buyers to reveal the perceptions, expectations and attitudes you need to explore. We'll show you how to practice your new skills using our interview guide and example buyer interview, building your confidence and technique before your first live interview. (25:24 video)
MODULE 06 Mine Interviews for Insights
In this module you'll learn how to use our insights template to identify patterns across your interviews and build your buyer persona. You'll see how to choose the most relevant and interesting quotes so that your stakeholders fully comprehend the practical and emotional elements of your persona and their buying decision. (21:57 video)
MODULE 07 Determine the Number of Personas Needed
If you think you might have multiple buyer personas, this module will show you how to understand and defend the number of personas you truly need. We'll show you how to conduct a segmentation analysis based on differences in each buyer's decision so that every persona is actionable and relevant. (14:53 video)
MODULE 08 Interview With Adele Revella
In this recorded interview, you’ll learn how to talk to your internal stakeholders or clients about the importance of this unique approach to buyer personas. Adele offers several tips to help you overcome common concerns based on existing buyer knowledge or misperceptions about the value of personas. (16:19 video)
Resources You’ll Receive
Infographic: Buying Experience Self-Assessment Infographic: 5 Rings of Buying Insight Defined and How Each Informs Marketing Strategy Infographic: Designing Your Study (which buyers to interview and how many you need) Infographic: 4 Tips to Prepare You for a Successful Interview Example Email and Voicemail Scripts Asking Buyers for an Interview Comprehensive Interview Guide: Conducting the Interview with Questions for each Phase of the Buyer’s Journey Infographic: 12 Tips and Tricks to Ensure the Most Insight from Your Interviews Example of Recorded Buyer Interview Template: Spreadsheet for Finding Quotes and Patterns Across Multiple Interviews Example of Interview Transcript with Comments Example of Completed Templates for Analyzing Interview Patterns Template: PowerPoint for Delivering Your Buyer Persona Infographic: 5 Tips for Building Personas Based on Your Interviews Example of Completed Segmentation Analysis Infographic: 5 Rules for Choosing How Many Buyer Personas to Build Recorded Interview with Adele Revella, including how to sell personas to stakeholders Infographic: 4 Guidelines to Grow Your Influence with Stakeholders
Who Should Attend
This workshop is designed for every marketer or sales enablement professional who is responsible for "high consideration" products, services and solutions. Nearly all B2B solutions fall into the high consideration category, as well as those B2C solutions where buyers spend days, weeks, or longer evaluating their options and choosing one.
About the Instructor
Adele Revella is founder of Buyer Persona Institute and author of Buyer Personas: How to Gain Insight into Your Customer's Expectations, Align Your Marketing Strategies, and Win More Business (Wiley), named a Top 5 Business Book by Fortune Magazine. Her unique perspective derives from decades of experience as a sales and marketing executive, trainer, researcher and entrepreneur.
Adele's inspiration for Buyer Persona Institute emerged as she developed and led the benchmark product marketing course for Pragmatic Marketing, the global training company widely considered the leader in B2B product management workshops.
Buyer Persona Masterclass 2.0
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Become a buyer persona expert
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Founded in 2010 so that you can know your buyers’ personas through actionable insights into their entire buying experience.
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