This document summarizes a webinar about developing buyer personas for content marketing strategies. It discusses the 5 key elements of a buyer persona: priority initiatives, success factors, perceived barriers, decision criteria, and buyer's journey. Attendees learned how to capture each element through a questionnaire and interviews. Developing accurate buyer personas was presented as a potential content marketing service agencies could offer clients. The webinar provided a link to download an example buyer persona and information on an upcoming webinar about content marketing performance reviews.

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CMB partner office hours
“Buyer Personas”
5 Rings of Insight – Buyer Persona
Institute
Every Tuesday @3pm Eastern
www.contentmarketingblueprint.com

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Max Traylor
VP Business Development
Content Marketer’s Blueprint
+MaxTraylor
Linkedin.com/in/maxtraylor

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What is the CMB
Community?
A team of inbound marketing agencies that sell and deliver services using the Content Marketer’s
Blueprint.
Join the Conversation
@CMBlueprint
or
+ContentMarketersBlueprint

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Today’s Schedule
20 minutes: Buyer Personas Presentation
20 minutes: Brainstorm Buyer Persona Services

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After the
Webinar
www.contentmarketingblueprint.com/blog
• Webinar recording
• Slides
• Blog article

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Today’s Question
What are the most important elements of a buyer
persona, and how can I apply those elements to a
content marketing strategy?

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CMB Sales & Service Process
1. Buyer Persona
Information
(Questionnaire)
2. Model the buyer’s
journey with content.
(CMB)
3. Distribute the
content.
(CMB + HubSpot)

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What if your client is wrong?
Thinking you
have the right
directions is
worse than
knowing you
don’t!

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How to tell if you have bad
directions?

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Who is closest to the Buyer’s
Journey.
Customers
• 1st hand experiences
• Challenge: Need to break barriers to get the info
Sales
• Lots of experience with buyers
• Challenge: They get lied to, and are once removed
Marketers
• Typically focused on their own brand (not buyer problems)
• Challenge: Poor communication with sales

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Buyer Personas as a
service:
“5 Rings of Insight”
http://www.buyerpersona.com/

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Every buyer persona has a
UNIQUE set of buying criteria.

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#1: Priority Initiatives
Events that
trigger a need
for information.

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Capture Priority Initiatives
Capture the relationship between the trigger and
resulting need for information.
Trigger: Charged with
developing a content
marketing service.
Goal (Need for
information): Develop a
content marketing
business model.
Section 1 of Blueprint Questionnaire

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#2: Success Factors
What factors will make
their initiative
successful?
Initiative #1: Develop a
content marketing
service.

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#2: Success
Factors
The buyer’s specific questions will
relate to success factors
Initiative #1: Develop a content
marketing service.
Success factor #1: Ease of adoption.
Question #1: How long does it take
to develop a content marketing
service model?
Question #2: Are there content
marketing services that are more
difficult to adopt than others?
Section 2 of Questionnaire

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#3: Perceived Barriers
What factors would prevent
the buyer from purchasing
a service model from
CMB?
Initiative #1: Develop a
content marketing service.

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#3: Perceived Barriers
Section 3 of Questionnaire

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#4: Decision Criteria
Section 3 of Questionnaire

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#5: Buyer’s Journey
1. What role does the buyer play in the overall
decision?
2. What resources or information will they need at each
stage of the buyer’s journey?

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#5: Buyer’s Journey
“I am the primary decision maker, but I have a business
partner”
I want to try it
for myself to
make sure it
works.
I want to see
case studies
and talk to
other agencies
using the CMB.
I want to see an
example of a
content
marketing
strategy.

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How to adopt buyer personas
as a service.
 Pitch your prospect on creating a content marketing
strategy with them.
 Option 1: After the questionnaire exercise – if it is clear
they don’t have a good understanding of their buyer
persona, offer to conduct interviews and help them
construct one.
 Option 2: Start with what you can get from sales, but
include a feedback loop as part of your retainer.

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What is a feedback loop?
“CMB Office hour
webinars” are used to
fill the gaps I have in
my buyer persona’s
and improve them
over time.

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Using the feedback is
important!

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Using the feedback is
important!

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Adele’s Buyer Persona
Masterclass
 Video Based
 How to conduct a fact finding interview.
 How to identify the top three priorities and success
factors and the top three buyer concerns.
 How to determine the number of buyer personas you
need to build (Hint: it’s fewer than you think).
10% discount to CMB Partners: $349 $314.1
(Code will be sent out to partners later this
week)

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Download a complete buyer
persona example:
http://www.buyerpersona.com
/example-buyer-persona

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Next Session:
Thursday March 27th
@3pm
“Content Marketing Performance Review #3”
Signup at: www.contentmarketingblueprint.com/2014-webinars