Adele Revella – Buyer Persona Masterclass 2.0
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.
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 *
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)
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)
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)
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)
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)
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)
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)
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)
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Delivery Method
> All courses are available. We will send you the course you purchased via the order email.
> If you can't find the download link for the course you paid for, please don't worry about it. We will notify and update you via your email at 7:00 AM – 11:00 PM (UTC)
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> All courses are digital online versions, so you will download and save to your hard drive.load and save to your hard drive.
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