Mastering the Art and Science of Product Marketing: Buyer Persona and Buyer Journey

Where do I start to make sure we have the right buyer personas and that we have buy-in across product, sales and marketing stakeholders?

Perfect question for solving the right problem and finding the right solution.

Start with the stakeholders: make sure you are in agreement about the approach and purpose on how the buyer personas are going to benefit the teams.

Purpose: Is this a buyer persona refresh? Or are we creating a new buyer persona that we have never spoken to before?

Value: Are these buyer personas going to be the common language across all future conversations? How can we streamline the efforts to bring inside sales to marketing campaigns to account executives walking the talk?

3 personas to define new audience segments in the Enterprise.

1. Decision Maker (Economic Buyer)
2. Business Initiative Lead (Champion)
3. Practitioner/Influencer (User)

You'll learn:

• How to define your buyer persona?
• Create your buyer journey with content from discovery to advocacy (Discover -> Learn -> Try -> Buy -> Advocate)
• Draft a memorable story (Start, Middle and End)

If you prefer to read about the topic, here is the relevant post 3 Steps for Successful Product Marketing and How to Apply Them.