Marketing
Persona Development
Use this guide to define your ideal customer, what influences their purchasing decisions, and where to find them.
Eric P.
Marketing Agency Owner
1. Demographics
Age: 40
Gender: Male
Marital Status: Married
# / Age of Children: 2 (Age 8 & 10)
Location: Sydney, Australia
Quote: “I Surround myself with people smarter than me.”
Occupation: Digital Marketing
Job Title: CEO /Founder
Annual Income: $150,000
Level of Education: MBA
Other: Spends time on LinkedIn looking for talent
Eric’s Persona
2. Goals & Values
Goals:
Eric wants to...
Increase agency business
Increase the capabilities of his team
Scale his business
Values:
Eric is committed to...
Professional development for himself & his employees
Providing value for his clients
Using “white hat” marketing principles
3. Challenges & Pain Points
Challenges:
Eric is challenged with...
Scaling his agency business
Finding, training, and retaining top-market talent
Keep his marketing skills sharp while being CEO
Pain Points:
Eric’s pain points are...
Fear of losing business to competitors
Fear of his agency falling behind the digital marketing scene
4. Sources Of Information
Books:
Good to Great / Think & Grow Rich
Magazines:
Wired / Fast Company
Blogs / Websites:
AdAge / DigiDay / Social Fresh
Conferences:
Australian Digital Summit / DigiMarCon Australia / Inbound
Gurus:
Jay Baer / Joe Pulizzi / Christopher Penn
Other:
Spends time on LinkedIn looking for talent
5. Objections & Role Purchase Process
Objections to the Sale:
Does the training fit an existing service or a new service he can offer to his clients
How long he and his team member will be “out of pocket” doing the training
Role in the Purchase Process:
Eric is the decision maker. He buys digital marketing training to keep his team sharp. He’s not worried about the price point if he knows the training will give him and his team an edge in the marketplace
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