Building Buyer Personas

A lot of marketing has some fundamental assumptions about the company knowing their product, their customer subsegments and their value proposition. So Startups, which have no idea what their value proposition or who their customer sub-segments are, just make it up.

If we are going to understand the key submarkets, for a startup we need to explore and build meaningful buyer personas.

Who are the people that will buy? Why do they buy? What problem is being solved for them? Why do they want to engage with us to solve the problem instead of doing something else?

All of this comes out of understanding your customers, the demographics and the psychographics of your subgroups.

Without an understanding of this, it is hard to create effective marketing copy.

Andrew Beavers from Symphysis Marketing will dive through the process he uses to help frame a marketing process with a deeper understanding of the buyer personas that drive a marketing campaign.